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

 

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