Staff Reporters
Jul 9, 2012

ASIA'S TOP 1000 BRANDS: Brand personality traits

The brands our Asia's Top 1000 Brands ranking show certain personality traits that make them more resonant with consumers in the region. In this gallery, we feature brands that consumers identify with some of these traits: innovative, hard-working, youthful, and digitally savvy. Position in this gallery does not denote position in the Asia's Top 1000 Brands ranking; to see where these brands rank, please visit campaignasia.com/top1000.

DIGITALLY SAVVY BRAND: AIR ASIA<BR><BR>Considered an early adopter of social media in advertising in Asia, the brand successfully manages to create buzz through networking platforms in local markets. Last year, the brand topped Campaign Asia-Pacific’s Top Digital Brands study in the Malaysian market, yet it wasn’t listed among the top 10 digital spenders. The brand has managed to achieve high conversion rates thanks to its in-depth understanding of digital media to reach its target audience. Its recent ‘The Midas touch’ campaign is a good example of how the brand used search to promote its first long-haul flight to London. Combining branded key words with Asian destinations and having presence when users searched for AirAsia’s competitors, AirAsia X managed to receive US$165 for every $1 spent.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Jan 29, 2026

Gemini 3 becomes the default model for AI Overviews

A pair of updates from Google see the tech giant attempt to gain a further foothold in the battle for AI-powered search supremacy.

Jan 29, 2026

Google criticised after blocking measurement ...

YouTube owner sent a 'cease and desist' letter to Barb and Kantar Media.

Jan 29, 2026

Inside Campaign Connect Indonesia: what matters to ...

Candid conversations on growth, AI and the cultural trade-offs of scaling brands, with more than 100 marketers in the room.

Jan 29, 2026

Meta hits $200 billion revenue milestone on ...

Meta reports double‑digit year-on-year revenue growth, with advertising once again accounting for almost all of the top line.