VF Franchise Consulting

Starbucks Asia’s top ‘restaurant’ brand

Jun 16, 2015

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Starbucks has been ranked Asia’s 15th top brand – the highest ranking of any fast food retailer or restaurant. The top five companies on the list in Asia are Samsung, Sony, Nestle, Apple and Panasonic.

Campaign Asia-Pacific’s annual study of Asia’s Top 1000 Brands is based on an online survey developed by Campaign Asia-Pacific and the Nielsen research company. The survey asked customers to list brands by industry sector they most trusted and felt had the best reputation. Four hundred respondents were polled in each market, except for India and China, where 800 and 1200 people were polled respectively.

In addition to an overall ranking of the most favored brands, the survey drills down to the market level with 13 country-specific rankings. Starbucks is the number 10 brand in China, 12th in Hong Kong and Thailand, and 17th in Japan and Korea.

“This important recognition is a reflection of our partners’ (employees) enthusiasm and passion for delivering the Starbucks Experience to customers across Asia,” said John Culver, group president, Starbucks China and Asia Pacific, channel development and emerging brands.

“We are extremely humbled by how our customers have embraced the Starbucks brand, our high quality Arabica coffee and the authentic moments of connections we share.”

Starbucks expects that more than half of its new store growth globally over the next five years will come from the China Asia Pacific region, led by Japan and China. In 1996, Japan became Starbucks first operational market outside of North America; Shanghai has more Starbucks stores than any other city in the world.

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