Brits, Chinese and Singaporeans go in for luxury brands, Germans choose conservation
Friday 28 January 2011
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:
01. iPhone (smartphone)
02. Rolls Royce (car)
03. iPod (mp3 player)
04. Cadbury's (chocolate)
05. Ray-Ban (sun-glasses)
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)
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)
01. BMW (car)
02. Cartier (jewelers )
03. Rolex (watch maker)
04. Apple (technology/ software)
05. Microsoft (technology /software)
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
Sales of the tablet are set to fall again, say analysts
Met Police confirm there was a 'minor disturbance' and that no-one was arrested
George Lucas criticises the major Hollywood film studios
Does Chris Grayling realise what a vague concept he is dealing with?
Trend which requires crisps, a fork and a strong stomach is sweeping Mexico's streets
Parties threaten resort's image as a family destination
I Am Bread could actually be a challenging and nuanced title
Life & Style blogs
iPhone 6 'catches on fire and burns man's leg after bending in pocket'
Soylent: Could a slug of nutritionally engineered sludge ever replace the leisurely meal?
Drink alcohol and eat meat to improve male fertility - but cut down on coffee, studies suggest
The inventor of the Facebook 'like' button says he never made a 'dislike' button because he feared the 'unfortunate consequences'
What lies beneath La Perla's 60 years of luxury lingerie?
Cameron is warned 'no possibility' of UK reducing immigration and that bid to bring in quota on migrant workers would be illegal
Sorry Judy Finnigan – Ched Evans is no less sickening than an alleyway rapist
Residents should throw a street party and mix with immigrant neighbours, councils told
Workers 'could be forced to pay £5 a week' to get benefits
Russell Brand threatened with arrest after filming outside Fox News headquarters
London bus driver allegedly kicks gay couple off for kissing
- 1 Indian footballer Peter Biaksangzuala dies after injuring spine doing somersault celebration
- 2 Jack the Ripper: Scientist who claims to have identified notorious killer has 'made serious DNA error'
- 3 Drink alcohol and eat meat to improve male fertility - but cut down on coffee, studies suggest
- 4 Kentucky gang rape: 15-year-old boy left in critical condition after sexual attack by group at party
- 5 Lynda Bellingham dead: Loose Women presenter dies after battle with colon cancer
£80 - £140 per day: Randstad Education Leeds: Year 5 Teacher KS2 teaching job...
£35000 - £45000 Per Annum Pensions Scheme After 6 Months: Clearwater People So...
£35000 - £37000 per annum + Benefits: Ashdown Group: Systems Analyst / Busines...
£30000 - £35000 per annum + Benefits: Ampersand Consulting LLP: Senior Change ...