The Top Ten Brands for Asian American Consumers: Insights from CultureRate

Our list is based on our analysis of 501 brands tested in 2022 through our CultureRate:Brand process. CultureRate:Brand provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their brands.

At Collage, we measure cultural fluency by gauging consumer sentiment across 6 key dimensions: Relevance, Fit, Memories, Trust, Advocacy, and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives our members crucial insights into their brand’s resonance across different consumer segments and strategies for improvement. From all of the brands we’ve tested in 2022, we’ve identified the top brands for Asian American consumers through their average B-CFQ score and compared it against non-Asian American consumers.

Our brand deep dives include some that are especially popular among Asian American consumers (e.g., Costco and Microsoft) and a few that appeal to this consumer segment while exhibiting strong Halo Effects by appealing to other segments (e.g., Visa and Band-Aid). Download our report for case studies that offer relevant insights as to what top brands are doing to resonate with Asian American consumers and how brands benefit from cross-segment appeal through halo effects.