Samsung Recognized as Southeast Asia’s Top Brand in 2024

Research survey across six Southeast Asian markets reveals that Samsung leads among the top 50 brands in brand awareness, quality, trust, and innovation 

Samsung Electronics Co., Ltd. has been ranked as Southeast Asia’s top brand for 2024 by Campaign Asia-Pacific, in partnership with Milieu Insight. It was also named the top electronics brand in Southeast Asia for 2024. The Southeast Asia Top 50 brands list for 2024 is an authoritative list of brands leading in Southeast Asia in terms of consumer mindshare.

Samsung’s achievements in the rankings reflect its commitment to innovation, exceptional product quality, and brand strength. Overall, Samsung achieved an overall score of 69.27%, a few points ahead of the second-ranked brand in the electronics sector. This was contributed by Samsung’s first ranking in five markets in SEA across the electronics sector, namely Indonesia, Malaysia, the Philippines, Thailand and Vietnam. In addition, Samsung achieved the highest brand awareness score (89%) across Southeast Asia, while also achieving top scores for quality, trust, and innovation.

"We are incredibly proud to be recognized as Southeast Asia's top brand. The ranking is a testament to our dedication and holistic approach in delivering an ecosystem of meaningful innovations and exceptional experiences powered by AI, into the hands of Samsung users across the Southeast Asia region,” said ChonHong Ng, VP, Head of Regional Marketing, Samsung Electronics Southeast Asia and Oceania. “We are thankful for the support towards our brand, and will continue to expand on our efforts to bring quality and innovative experiences that enrich the lives of our users."

The Southeast Asia top 50 brands list for 2024 was unveiled at the recent Campaign360 in Singapore, following a comprehensive survey of over 10,000 consumers across six Southeast Asian markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, and Singapore). Over 1,200 brands across 10 sectors were tracked, including fashion, travel, apparel & accessories, financial services, beauty, telcos & streaming, e-commerce, transport & delivery, automotive, and food delivery. The brands were evaluated across nine key attributes, including awareness, purchase, quality, buying experience, customer service, trustworthiness, innovation, brand touchpoints, and advocacy.  

For more information on the Southeast Asia top 50 brands list, please refer here. For Southeast Asia's top 10 electronics brands list, please refer to the Appendix.