Journalists follow the presentation of Huawei's smartphone, the Mate S, ahead of the IFA Electronics show in Berlin, Germany, in this file picture taken September 2, 2015. [Photo/Agencies]

YANGON - Chinese telecommunications giant Huawei scored highest on brand power in Myanmar for its ability to boost sales and gain market share, according to a report released on Thursday.

The BrandZ research "Spotlight on Myanmar," released by advertising and public relations company WPP and market research firm Milward Brown, is based on 1,660 consumer interviews and covers 42 international and regional brands.

Apple has emerged as the most differentiated brand followed by Coca-Cola and Samsung. Myanmar's local telecom MPT is highlighted as the most loved brand while Norway-based Telenor was seen as the most innovative brand.

David Roth, CEO at The Store, EMEA and Asia, said that there are huge opportunities for international brands to be successful in Myanmar, if they get the cultural message right and understand the diversity of the country, particularly in the border areas.

The report also highlighted the key trends that will change how brands and agencies should approach the market, such as the country's rapid improvement in infrastructure and the growth in e-tailing.