Samsung named top brand in Asia for 5th straight year

Samsung named top brand in Asia for 5th straight year

Tech giant Samsung has edged out rival Apple to be named as the favourite brand in both Singapore and Asia in 2016.

In the annual "Asia's Top 1,000 Brands" survey, Samsung emerged as the top brand in Asia for the fifth year in a row. It also finished first among brands in Singapore for the fourth straight year.

The South Korean smartphone maker released its Galaxy S6 Edge Plus and Note 5 in August 2015, before releasing the Galaxy S6 Edge Plus in January this year to largely favourable reviews. It also reported a full-year operating profit of US$22.5 billion in 2015

"As Samsung continues to grow, we want to continue inspiring the world and creating the future with our innovation and technology so that our consumers can constantly evolve as they gain new experiences and discover new possibilities through our products and services," said Ms Irene Ng, vice president of marketing at Samsung Electronics Southeast Asia and Oceania.

The survey, conducted by media research firm Campaign Asia-Pacific and global insights provider Nielsen, explores consumer attitudes from 13 regional markets across 14 major product categories, including financial services, automative, consumer electronics, travel & leisure and food & beverage.

Consumer electronics brands dominated the top of the rankings, taking six of the top 10 spots. Besides Samsung and Apple, the others were Sony (3rd), Panasonic (5th), LG (7th) and Canon (8th).

Other brands that made the regional top 10 include food giant Nestle (4th), sportswear companies Nike (6th) and Adidas (10th), as well as luxury brand Chanel (9th).

Meanwhile, supermarket chain NTUC Fairprice was the sole home-grown brand to make it to the Singapore top 10 list, finishing in fifth spot.

Other local brands that were named among the top 50 in the Singapore rankings include Singapore Airlines (17th), 100Plus (20th), Starhub (24th), Singtel (32nd), OCBC Bank (42nd) and DBS (50th).

NTUC Fairprice and Meiji were the only two among the top 10 brands in Singapore that did not make the Asian top 10 list. In the overall ranking, they were ranked 228th and 18th respectively.

seanyap@sph.com.sg

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