Experience Asia

Ever wondered what it takes to rank as a high performing experience brand in a market as diverse as Asia? Well, Brand Union & FITCH have joined forces to create an Asia-focused Group XP Experience Index, launching the ranking across Hong Kong, Singapore and Shanghai.

Led by Andrew Crombie, Monica Lee and Graham Hitchmough, Regional CEOs for FITCH & Brand Union along with Chief Growth Officer, Iain Ellwood, the teams hosted select engagement sessions throughout an intensive week-long launch programme. In attendance, senior brand, marketing and customer experience clients from well-known global & local brands: HSBC, Tesco, Standard Chartered Bank, Octopus and Sanpower.

Attendees of the events were given an exclusive unveiling of local Top 30 brand league tables before diving into detailed examples of how local brands have achieved success across the four drivers of extraordinary experiences: Impression, Interaction, Responsiveness and Resilience.

Top Experience Brands - China, Singapore, Hong Kong

In Hong Kong, high scoring experience brands such as HSBC, PayPal, Heineken & Blue Girl beer depict consumers’ high octane indulgent lifestyles fueled by finance & alcohol. In fact, four of the global top ten bestselling beer brands are now Chinese. But the #1 brand? Octopus, the ubiquitous travel and shopping payment brand that reaffirms the close-knit nature of Hong Kong and its people.

Octopus Hong Kong

Singapore’s top experience brands exhibit quintessentially Asian service principles like Singapore Airlines and local bank POSB. These brands have perfected the balance of exuding authentic local flavour married with the best of international standards; combining high tech and high touch in their service experience.


China’s top 30 list effervesces with icons like local beer brand Blue Moon, as well as new brands that have changed the marketplace in a short space of time like online shopping mall JD.com and travel provider Ctrip. The market, obsessively mobile-oriented and tech driven, offers a better-connected world for consumers than most Western markets.


Perhaps most refreshing, is that the usual suspects: Apple, Facebook & Google, with their West Coast synthetic world view, did not dominate these local markets in quite the same way.

But the key insight of the roadshow came from the Asian consumer’s mobile first world, a world that is so apparently ahead of the rest. Asian brands have a seductive flair for retaining local character whilst embracing new international expectations.

China Mobile First

With every annual release of the Experience Index, we, as Group XP, hope to continue the conversation at the heart of our proposition, and provide clients with direct evidence that investing in great brand experience is the key driver of business growth today.

“The Index has finally added hard proof to the soft concept of experience, and this has helped us immensely in our prospecting. What really resonates, is that we have proof of its effectiveness in Asia.” – Andrew Crombie, FITCH

“It was really powerful to see Brand Union and FITCH working together. Our shared goal is to help grow client relationships, and position our whole network as thought leaders within the brand experience category.” – Monica Lee, Brand Union

Read the full 2016 report here.

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