Samsung Electronics remains top brand in Asia for 9th consecutive year

Samsung Electronics has been named the best brand in Asia in 2020 for the ninth year in a row, according to results from ‘Asia’s Top 1000 Brands’ annual survey conducted by Campaign Asia-Pacific in collaboration with Nielsen. 

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The ranking – which aggregates views from across 15 major product categories including automotive, retail, F&B and consumer electronics – is based on consumer insights and offers a clear measure of highly regarded brand names who are “top of mind” in the region. 

Samsung is number one across five categories in this year’s Top 1000 Brands’ survey including the strongest local brand, the brand with the best record on sustainability (new-to-2020 category), as well as the top brand in the mobile, TVs and smart home technology categories.

The study explores consumer attitudes in 14 markets in Asia. To ensure an accurate representation through this study, the survey targets age, gender and monthly household income to establish a balanced survey landscape. 

Survey Methodology

Asia’s Top 1000 Brands aggregates data from an online survey developed by Campaign Asia-Pacific and global information and insights provider Nielsen. The survey was conducted between February 21 and March 19, 2020. The study explores consumer attitudes in 14 markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. Research relies on a total of 400 respondents in each market. In Japan, India and China, participants number 800, 1200 and 2000, respectively. To be representative of market populations, survey quotas target age, gender and monthly household income.

The study encompasses 15 major categories: alcohol; apparel and accessories; automotive; beverages; consumer electronics; courier services; financial services; food; home appliances; household and personal care; media and telecommunications; restaurants; retail; sports properties; and transport, travel and leisure. Within these major categories there are 84 sub-categories. Categories and sub-categories change a bit each year. This year a new messaging service sub-category was added under the media & telecommunications category.

Participants gave their response to the following questions: 

• Question 1: “When you think of the following category, which is the best brand that comes to your mind? By best, we mean the one that you trust the most or the one that has the best reputation in this category.”
• Question 2: “Apart from the best brand that you entered, which brand do you consider to be the second best brand in the category?” 
• Question 3: “What brand has the best record in sustainability?”