Samsung Voted Best Brand in Asia in 2015 for Fourth Consecutive Year

Jun 22. 2015

Auckland, New Zealand – June 22, 2015 – Samsung Electronics has been named the best brand in Asia in 2015 for the fourth year in a row, according to results from ‘Asia’s Top 1000 Brands’ annual online survey conducted by Campaign Asia-Pacific in collaboration with Nielsen. Samsung is also ranked top-five in at least 14 consumer electronics sub-categories. Besides smartphones, it also leads in mobile phonesrefrigerators and TVs. 

The ranking – which aggregates views across 14 major product categories including automotive, retail, F&B and consumer electronics – is based on consumer insights, and offers a clear measure of the most highly regarded brand names today.

“Samsung Electronics is proud to be voted as the best brand in Asia for the fourth consecutive year. Just ten years ago, we were ranked as the 15th brand in Asia. Samsung’s rise to the top in Asia has not come about by chance. Our brand resonates positively with consumers because we understand what consumers in the region want. Our deep consumer insights and relentless drive to innovate allow us to stay ahead of dynamic market demands, technological changes, and localised consumer needs across different countries in Southeast Asian and Oceania,” said Irene Ng, Vice President, Marketing, Samsung Electronics Southeast Asia & Oceania.

“What makes Campaign and Nielsen’s annual ranking such a great barometer of brand strength is that it focuses on the consumer. We don’t consider stock prices, revenue gains or sales volume. This is a test of brand image, so we ask consumers which names they hold in highest esteem. We want to know what the top brand in Asia is, so we make it simple; we ask Asia. And for the past four years, Asia has said Samsung is number one,” said Jason Wincuinas, Managing Editor, Campaign Asia-Pacific.

Leading Innovation, Consumer Insights & Giving Back to the Community

Samsung’s evolution to become Asia’s best brand is aligned closely with the quality, design and innovativeness of its products and services and its goal to provide consumers with new experiences and aspirational products. The core to its continued success as Asia’s top brand lies within its commitment to bring innovation to the market faster than others, understanding and meeting the needs of consumers in the region, and community engagement through citizenship efforts.

1. Leading Innovation
Every year, Samsung makes bold investments in the area of research and development (R&D). This investment currently runs at around $40 million a day and more than 70,000 employees worldwide are dedicated to R&D. As a result of this commitment to research and consumer focus, Samsung has brought constant innovations to market. Recent examples include:

  • SUHD TVs that mark a monumental leap into the future of viewing experience by delivering superior picture quality, stunning contrast, striking brightness, spectacular colour and superb UHD (Ultra High Definition) detail. The top of the line JS9500 SUHD TV received more than eight awards at the global 2015 Consumer Electronics Show (CES).
  • The Galaxy S6 and Galaxy S6 edge smartphones that define what’s next for mobility by combining beauty with purpose with its stunning design, exquisite craftsmanship and powerful performance.
  • The activ dualwash washing machine that comes integrated with a built-in sink and side water-jet systems that allow consumers to effortlessly pre-wash/ hand-wash clothes at the washing machine itself, reducing users’ muscle tension by an average of 43 per cent compared to the typical hand-wash process 1.

2. Unwavering Focus on Consumers

Identifying and serving the needs of consumers is at the heart of everything Samsung does. To ensure deep understanding of consumers from various regions, countries and across different cultures, Samsung has established extensive global consumer research facilities including 36 R&D Centres, six Design Centres, seven Lifestyle Research Labs and seven Product Innovation Teams around the world. Just in Asia, Samsung operates Design Centres in Shanghai, Tokyo and Seoul, Lifestyle Research Labs in Delhi, Singapore, Beijing and Seoul, and Product Innovation Teams in Singapore, Seoul, Beijing and Delhi.

These teams operate as in-house incubators to develop market-driven technologies and innovation. They study local cultures and trends, and the changes in the ways people are living and using technology – and deliver the insights to support product innovation across all Samsung product categories.

Giving Back to the Community through Citizenship Initiatives

As a global citizen, Samsung wants to use its technology to do good and is committed to creating a better future for people and bringing about positive change in community through its Citizenship initiatives. These initiatives revolve around tackling on key issues such as education, employment and health.

In the region, Samsung is focused on educational programmes that support youth education and job training through the use of its technology, services and expertise. There are Samsung Smart Schools – enhanced learning environments enabled by Samsung technology – in Malaysia, Philippines, Singapore, Thailand, Vietnam, New Zealand and Taiwan; and Samsung Tech Institutes where Samsung partners with vocational institutes to provide relevant skills-based training in Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore and Taiwan.

There are also Samsung SONO Schools in Indonesia, Malaysia, Philippines, Thailand and Vietnam. These facilitate medical training focused on ultrasound diagnosis, obstetrics and gynecology – to reduce infant mortality rates in Southeast Asia and improve the quality of healthcare in local communities.

In New Zealand, Samsung supports a number of local initiatives, including the Manaiakalani Education Trust, Excel Rotorua, the New Zealand Olympic Committee, and Sustainable Coastlines.


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 study explores consumer attitudes in 13 markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. Research relies on a total of 400 respondents in each market, except India and China where participants number 800 and 1,200 respectively. To be representative of market populations, survey quotas target age, gender and monthly household income.

The study encompassed 14 major categories (alcohol, financial services, automotive, retail, restaurants, food, beverage, consumer electronics, computer hardware, computer software, courier services, media and telecommunications, travel and leisure, and household and personal care) and 73 sub-categories.

1 Based on Samsung's internal test results

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