How has the brand perception of ASEAN6 towards East Asian changed in the last 10 years

In 2013, NRI conducted a survey on market attractiveness and brand image across ASEAN. A decade later, we revisit this study to analyze shifts in consumer perception, particularly how they impact automotive branding, especially electric vehicles (EV), in the Philippines, through our ASEAN 5000 Survey series.

In Part 1, we explore the evolution of ASEAN6’s perception of East Asian brands over the past decade, identify which country’s brands consumers trust for daily necessities, and present our initial hypotheses using the Brand Resonance Model to understand these changes in brand image.