Analysis
Staff Reporters
Jul 9, 2012

ASIA'S TOP 1000 BRANDS: Brand personality traits

The brands our Asia's Top 1000 Brands ranking show certain personality traits that make them more resonant with consumers in the region. In this gallery, we feature brands that consumers identify with some of these traits: innovative, hard-working, youthful, and digitally savvy. Position in this gallery does not denote position in the Asia's Top 1000 Brands ranking; to see where these brands rank, please visit campaignasia.com/top1000.

DIGITALLY SAVVY BRAND: AIR ASIA<BR><BR>Considered an early adopter of social media in advertising in Asia, the brand successfully manages to create buzz through networking platforms in local markets. Last year, the brand topped Campaign Asia-Pacific’s Top Digital Brands study in the Malaysian market, yet it wasn’t listed among the top 10 digital spenders. The brand has managed to achieve high conversion rates thanks to its in-depth understanding of digital media to reach its target audience. Its recent ‘The Midas touch’ campaign is a good example of how the brand used search to promote its first long-haul flight to London. Combining branded key words with Asian destinations and having presence when users searched for AirAsia’s competitors, AirAsia X managed to receive US$165 for every $1 spent.

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