Samsung Electronics Co., Ltd. has been crowned Southeast Asia’s top brand for 2024, according to the prestigious rankings released by Campaign Asia-Pacific in collaboration with Milieu Insight. The South Korean tech giant also clinched the title of the leading electronics brand in the region, affirming its dominance in consumer mindshare across Southeast Asia.
The Southeast Asia Top 50 Brands List, regarded as an authoritative measure of brand performance, highlighted Samsung’s unparalleled strength in brand awareness, trust, quality, and innovation. With an impressive overall score of 69.27%, Samsung surpassed its closest competitors, securing the top spot in five key Southeast Asian markets: Indonesia, Malaysia, the Philippines, Thailand, and Vietnam.
Samsung also earned the highest brand awareness score in the region at 89%, further stressing its extensive reach and resonance with consumers. Additionally, the company was recognized for its outstanding achievements in quality, trustworthiness, and innovative capabilities.
“We are deeply honored to be recognized as Southeast Asia’s top brand for 2024,” said ChonHong Ng, Vice President and Head of Regional Marketing for Samsung Electronics Southeast Asia and Oceania. “This ranking reflects our unwavering commitment to delivering meaningful innovations and exceptional user experiences, powered by cutting-edge AI technology. We are grateful to our consumers for their trust and support and remain dedicated to enriching their lives with quality and innovation.”
The announcement was made during Campaign360 in Singapore, a premier industry event. The rankings were based on a comprehensive survey of over 10,000 consumers across six Southeast Asian countries—Indonesia, Thailand, the Philippines, Malaysia, Vietnam, and Singapore. The evaluation covered 1,200 brands across ten sectors, including fashion, travel, financial services, e-commerce, automotive, and food delivery. Brands were assessed on nine critical attributes: awareness, purchase, quality, buying experience, customer service, trustworthiness, innovation, brand touchpoints, and advocacy.
