60 brands win Indonesians' hearts<\/p>\n
The Jakarta Post, Jakarta<\/p>\n
Michael Jefry Christianto, a managing director of a marketing
\ncommunications company, always drives his BMW 318i to work or to
\nhang out with friends.<\/p>\n
"I always wanted to drive a BMW since I was little. It is a
\nclassy and comfortable car. It suits young people like me and
\nboosts my confidence when I am behind the wheel," he told The
\nJakarta Post on Saturday, while composing a short message text on
\nhis Nokia 9210i cell phone.<\/p>\n
When he flies abroad or to other major cities, Michael prefers
\nnational flag carrier Garuda Indonesia, saying its services are
\nthe best among domestic airlines.<\/p>\n
"Who doesn't know Garuda? It was the only airline I used when
\nI traveled back and forth when I was studying in Massachusetts.
\nThe cabin crew were friendly and they served me well. Once the
\ncrew picked me up at the check-in counter because I was the only
\none who hadn't got onto the plane," the 27-year-old said.<\/p>\n
His loyalty to these brands match the results of a survey by
\nSWA magazine, MARS research company and SWANetwork Corporate
\nActivities Management.<\/p>\n
BMW, Nokia and Garuda are among the top 90 brands in the
\ncountry, according to the survey. The brands were announced on
\nFriday evening at the fourth Indonesian Best Brand Award (IBBA)
\nceremony.<\/p>\n
The survey involved 4,100 respondents in Jakarta, Bandung,
\nSemarang, Surabaya and Medan. Respondents were interviewed in
\nperson between March and June about three categories: personal
\nproducts, household products and office equipment.<\/p>\n
The IBBA presented 51 awards for best personal product brands,
\n51 awards for best household product brands and nine for top
\noffice equipment brands.<\/p>\n
In a separate corporate brand category, Telkom was announced
\nas the best brand in the telecommunications industry; bank BCA
\nthe top financial institution brand; Garuda Indonesia in
\nthe transportation industry; Kimia Farma in the pharmaceutical
\nindustry; and Indofood in food and beverages.<\/p>\n
Indonesia Golden Brand (IGB) awards were also presented to 60
\nbrands that have been named the best brands for three years in a
\nrow, from 2003 to 2005.<\/p>\n
Most of the IGB winners have been in Indonesia for decades,
\nincluding Sun Silk shampoo, Pepsodent toothpaste, Sariayu powder,
\nBCA, Kompas newspaper and Garuda.<\/p>\n
But MARS president director Asto Subroto said that just
\nbecause a brand has been around for a long time did not
\nnecessarily mean it would always be able to stay on top.<\/p>\n
"A brand is vital for a company. Therefore lots of effort
\nshould be taken to maintain a brand's image because Indonesian
\nconsumers generally have low brand loyalty," he told the Post.<\/p>\n
Asto said the brands in the survey were measured according to
\nbrand awareness, ad awareness, perceived quality, satisfaction
\nand loyalty, market share and their potential to expand their
\nmarket share.<\/p>\n
Several of the honored brands said the award was a reflection
\nof the customer satisfaction they had earned.<\/p>\n
"I do not think Garuda was named the best just because we
\nadvertise a lot. The award means we have been successful in
\nproviding quality services," said Garuda's vice president for
\ncorporate communications, Pujobroto. (006)<\/p>",
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