DHL, FedEx ranked leaders in Asian express-delivery poll
In a recent Reader’s Digest ‘Superbrands 2004’ poll, DHL Express and Federal Express were ranked the best recognised rapid-delivery services in Asia.
Reader’s Digest magazine enclosed 180,000 questionnaires in its October 2003 issue and Nielson Media Research telephoned another 3,000 consumers, asking which brands they most admired in a range of 41 product categories.
After analysing 6,000 responses, the magazine gave both DHL and Federal Express its Gold Award for Asia.
The SuperBrands awards are based on Reader’s Digest surveys in Thailand, Malaysia, Hong Kong, Taiwan, Singapore and the Philippines.
While both firms won the Superbrand Gold Award, they were shy of the Platinum award in Thailand and Asia as a whole.
The magazine said a ‘superbrand’ demonstrates benchmark factors: quality, value, trustworthiness, strong image and understanding of customer needs.
To achieve that status, it said, a company needs a high level of consumer awareness, plus outstanding performance in the benchmark attributes.
‘DHL always strives to provide innovative products and services that make one-stop shopping of express and logistics services convenient and efficient for our customers,’ said Herbert Vongpusanachai, the company’s Thailand managing director.
A Top 1000 Brands of Asia survey conducted by global market research firm Synovate, together with Asian Integrated Media, meanwhile placed DHL first in its courier-brand category.
DHL secured 29.36 per cent of all votes cast, placing it almost 10 percentage points ahead of Federal Express.
DHL came in 22nd in nine major product and service categories in that survey, while Fedex placed 40th.
Copyright © 2004 Financial Times Ltd. All rights reserved.
