Apple continues to top the list of Singapore's favourite brands, according to Campaign Asia-Pacific's latest "Asia's Top 1000 Brands" report.
It was followed closely by Samsung and Sony, with NTUC FairPrice, Nestle, Canon, Panasonic, Nike, Maggi and Hewlett-Packard filling up the rest of the top 10 list.
Said the reports editor of Campaign Asia-Pacific, Jolene Otremba: "This is a top of mind, brand study, and does not gauge consumer confidence. But across the board, we have seen consumer electronic goods tend to be top of mind because these brands exist across a number of categories."
The report, having run for nine years so far, is based on a survey conducted by Campaign Asia-Pacific and global information and insights provider, Nielsen.
Respondents were asked to name the best brand that came to mind in a category.
The results were then weighted to reflect the age, gender and monthly household income representative of the general population.
The report also noted that this year's results showed a weaker standing for local brands compared to last year.
SingTel and Singapore Airlines were ranked 22nd and 25th respectively; last year they were in No 13 and 10 spots.
Singaporeans appear to have given highest priority to prominent global brands, most notably Apple (mobile phone), Harley Davidson (motorcycle), BMW (cars), Maybelline (cosmetics) and SK-II (female skin care product).
Only NTUC FairPrice managed to sustain its No 4 position - the sole home-grown brand placed within the top 10 - showing that the brand's marketing initiatives and investments in local community programmes have paid off.
Said Ms Otremba: "These brands have been successful in reaching out because they are able to deliver on many fronts, they are able to offer a point of differentiation compared to other products, they are relevant to the consumer . . . These brands are also able to establish an emotional connection which brand experts would say is an important component in creating brand desire."
Other homegrown brands which ranked high within their respective product categories are POSB (banks), Tiger Beer (beer), 100 Plus (sports drink), Singapore Airlines (full service airlines) and Charles & Keith (women's shoes).
"It is hard to answer the question of what makes a successful brand in this economic climate, but the brands that will continue to do well in the future will be the brands that are able to build on their brand equity," said Ms Otremba.
"The brands need to create the desire for brand ownership through product innovation and delivering on a relevant and consistent brand message."
This article was first published in The Business Times.