Brits, Chinese and Singaporeans go in for luxury brands, Germans choose conservation

A survey of 17,000 consumers across the United Kingdom, the United States, Germany, Singapore and China revealed the most desired brands of consumers in each country. Consumers in the UK, China and Singapore went for luxury goods while Germans and Americans went for more ethical brands.

The survey conducted by market intelligence group Clear in November 2010 and released January 27 found that internationally technology brands Apple, Google and luxury car maker BMW were the most sought after brands.

However when taken on a per-country basis, the most coveted brands differed widely. In the UK consumers were most keen to own an Apple iPhone or a luxury Rolls Royce car. This desire for luxury continued amongst consumers in China where the most wanted brands were luxury car maker BMW and jeweler Cartier. In Singapore consumers evidently wanted to travel and stay in the lap of luxury, deeming Singapore Airlines and lavish hotel chain Shangri-la the top brands.

Perhaps what is more surprising than consumers' desire to own or experience luxury brands is the fact that consumers in the United States and Germany bucked this trend and felt that quality food and environmental conservation were more important.

In Germany animal and environmental conservation group WWF was seen as the most desired brand while in the USA specialist discount grocery store Trader Joe's topped the list and environmentally friendly cleaning suppliers Seventh Generation came second.

The top most desired brands by country according to the Brand Desire survey by Clear were:

United Kingdom

01.   iPhone (smartphone)
02.   Rolls Royce (car)
03.   iPod (mp3 player)
04.   Cadbury's (chocolate)
05.   Ray-Ban (sun-glasses)

United States

01.   Trader Joe's (grocers)
02.   Seventh Generation (environmentally friendly cleaning products)
03.   PlayStation (games console)
04.   Disney ( film manufacturer, merchandiser and amusement park)
05.   BMW (car)

Germany

01.   WWF (conservation / environmental  group)
02.   Harley Davidson (motorbike)
03.   Amazon (online retailer and manufacturer of the Kindle e-reader)
04.   Google (software company)
05.   Audi (car manufacturer)

China

01.   BMW (car)
02.   Cartier (jewelers )
03.   Rolex (watch maker)
04.   Apple (technology/ software)
05.   Microsoft (technology /software)

Singapore

01.   Singapore Airlines (airline)
02.   Shangri - la (hotel chain)
03.   Google (technology /software)
04.   Apple (technology /software)
05.   Mercedes (car)

For more information about Clear see: www.clear-ideas.com

 

News
One father who couldn't get One Direction tickets for his daughters phoned in a fake bomb threat and served eight months in a federal prison
people... (and one very unlucky giraffe)
Arts and Entertainment
Joel Edgerton, John Turturro and Christian Bale in Exodus: Gods and Kings
film
Arts and Entertainment
Brendan O'Carroll as Agnes Brown in the 2014 Mrs Brown's Boys Christmas special
tvCould Mrs Brown's Boys have taken lead for second year?
News
Members and supporters of the lesbian, gay, bisexual, transgender (LGBT) community walk with a rainbow flag during a rally in July
news
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
News
i100
Sport
Robin van Persie scores the third for Manchester United with a perfectly-guided header
footballLive! Chelsea vs West Ham kicked off 10 Boxing Day matches, with Arsenal vs QPR closing the action
Arts and Entertainment
Amy Adams and Christoph Waltz in Tim Burton's Big Eyes
film reviewThis is Tim Burton’s most intimate and subtle film for a decade
News
i100
Arts and Entertainment
Jack O'Connell stars as Louis Zamperini in Angelina Jolie's Unbroken
film review... even if Jack O'Connell is excellent
Arts and Entertainment
Madonna is not in Twitter's good books after describing her album leak as 'artistic rape and terrorism'
music14 more 'Rebel Heart' tracks leaked including Pharrell Williams collaboration
Sport
football
Arts and Entertainment
Wolf (Nathan McMullen), Ian (Dan Starky), The Doctor (Peter Capaldi), Clara (Jenna Coleman), Santa Claus (Nick Frost) in the Doctor Who Christmas Special (BBC/Photographer: David Venni)
tvOur review of the Doctor Who Christmas Special
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Ashdown Group: Senior Marketing Executive- City of London, Old Street

    £40000 - £43000 per annum + benefits: Ashdown Group: Senior Marketing Executiv...

    Ashdown Group: Marketing Manager

    £40000 - £43000 per annum + benefits: Ashdown Group: An international organisa...

    Ashdown Group: Internal Recruiter -Rugby, Warwickshire

    £25000 - £30000 per annum: Ashdown Group: Internal Recruiter -Rugby, Warwicksh...

    Ashdown Group: Marketing Manager/Marketing Controller (Financial Services)

    £70000 - £75000 per annum + benefits: Ashdown Group: Marketing Manager/Marketi...

    Day In a Page

    A Christmas without hope: Fears grow in Gaza that the conflict with Israel will soon reignite

    Christmas without hope

    Gaza fears grow that conflict with Israel will soon reignite
    After 150 years, you can finally visit the grisliest museum in the country

    The 'Black Museum'

    After 150 years, you can finally visit Britain's grisliest museum
    No ho-ho-hos with Nick Frost's badass Santa

    No ho-ho-hos with Nick Frost's badass Santa

    Doctor Who Christmas Special TV review
    Chilly Christmas: Swimmers take festive dip for charity

    Chilly Christmas

    Swimmers dive into freezing British waters for charity
    Veterans' hostel 'overwhelmed by kindness' for festive dinner

    Homeless Veterans appeal

    In 2010, Sgt Gary Jamieson stepped on an IED in Afghanistan and lost his legs and an arm. He reveals what, and who, helped him to make a remarkable recovery
    Isis in Iraq: Yazidi girls killing themselves to escape rape and imprisonment by militants

    'Jilan killed herself in the bathroom. She cut her wrists and hanged herself'

    Yazidi girls killing themselves to escape rape and imprisonment
    Ed Balls interview: 'If I think about the deficit when I'm playing the piano, it all goes wrong'

    Ed Balls interview

    'If I think about the deficit when I'm playing the piano, it all goes wrong'
    He's behind you, dude!

    US stars in UK panto

    From David Hasselhoff to Jerry Hall
    Grace Dent's Christmas Quiz: What are you – a festive curmudgeon or top of the tree?

    Grace Dent's Christmas Quiz

    What are you – a festive curmudgeon or top of the tree?
    Nasa planning to build cloud cities in airships above Venus

    Nasa planning to build cloud cities in airships above Venus

    Planet’s surface is inhospitable to humans but 30 miles above it is almost perfect
    Surrounded by high-rise flats is a little house filled with Lebanon’s history - clocks, rifles, frogmen’s uniforms and colonial helmets

    Clocks, rifles, swords, frogmen’s uniforms

    Surrounded by high-rise flats is a little house filled with Lebanon’s history
    Return to Gaza: Four months on, the wounds left by Israel's bombardment have not yet healed

    Four months after the bombardment, Gaza’s wounds are yet to heal

    Kim Sengupta is reunited with a man whose plight mirrors the suffering of the Palestinian people
    Gastric surgery: Is it really the answer to the UK's obesity epidemic?

    Is gastric surgery really the answer to the UK's obesity epidemic?

    Critics argue that it’s crazy to operate on healthy people just to stop them eating
    Homeless Veterans appeal: Christmas charity auction Part 2 - now LIVE

    Homeless Veterans appeal: Christmas charity auction

    Bid on original art, or trips of a lifetime to Africa or the 'Corrie' set, and help Homeless Veterans
    Pantomime rings the changes to welcome autistic theatre-goers

    Autism-friendly theatre

    Pantomime leads the pack in quest to welcome all