Samsung Electronics has been named the best brand in Asia in 2017 on its sixth consecutive year, according to results from ‘Asia’s Top 1000 Brands’ annual online survey conducted by Campaign Asia-Pacific in collaboration with Nielsen.
Aside from emerging as the top consumer brand in the region, Samsung also took the number one spot in the Philippines. The tech giant continues to strengthen its foothold and retains its position as the number one brand for the third consecutive year.
In the region, the number one ranking–which aggregates views across 17 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.
“This accolade is a great indicator from our consumers, showcasing their support for us and the products and services we offer,” said Irene Ng, Vice President, Marketing, Samsung Electronics Southeast Asia & Oceania. “We are extremely proud to once again receive this award and remain committed to innovating towards a better future and making a meaningful impact in consumers’ lives.”
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. To ensure an accurate representation through this study, the survey targets age, gender and monthly household income to establish a balanced survey landscape.
Innovation Leader and a Citizen of the World
By focusing on the core pillars of innovation, quality and design, Samsung is constantly working toward a better tomorrow by connecting with the hearts and minds of consumers. Addressing evolving consumers’ needs and wants is essential in helping Samsung pave the way as a forerunner of the industry, with community engagement being an integral part of maintaining the rapport Samsung has with the communities it is involved in.
A Leader in Innovation
Every year, Samsung invests an estimated US$14 billion in Research & Development to remain at the cutting edge of innovation. More than a fifth of Samsung’s staff works in R&D and this dedication allows Samsung to remain at the top of their game and reflects the unwavering pursuit of excellence Samsung pursues to provide consumers with improved convenience and flexibility. The appreciation and belief shown by the consumers is testament to the success of Samsung’s products and services and cements their belief in the legacy we are forging.
Samsung Galaxy S8 and S8+
With over 5 million units sold worldwide and over 10 million units shipped since launch, the Galaxy S8 and S8+ has been the best-selling smartphone of the Galaxy S Series. The Samsung Galaxy S8 and S8+ smartphones were unveiled during Samsung Galaxy Unpacked 2017 in New York City and subsequently rolled out across the region in Q2 of 2017. Equipped with an Infinity Display, a bezel-less design that forms a smooth and continuous surface with no buttons or harsh angles, the Galaxy S8 and S8+ engage users with a truly immersive viewing experience.
Samsung Galaxy Plus
Samsung also introduced the new line-up of device and service additions to the Galaxy ecosystem that puts the newly launched Galaxy S8 and S8+ at the heart of it. Galaxy Plus offers consumers more options to get more out of their Galaxy S8 and S8+, featuring the Samsung DeX Station, the Samsung Gear VR with Controller, the Samsung Gear 360 (2017) and the Samsung Galaxy Tab S3. This ecosystem of products presents to consumers different ways to enhance their Galaxy S8 experience, giving them enhanced flexibility and greater convenience in pairing their devices to suit their varying lifestyle needs and wants.
Samsung QLED TV
Samsung continually thinks of additional ways to improve convenience for consumers and with the unveiling of the new QLED TV Series line-up at the Consumer Electronics Show (CES) 2017 in Las Vegas earlier this year, where it won more than 20 notable awards, including four CES Innovation Awards, Samsung did just that. Developing a no-gap wall mount that flushes the TV against the wall, pain points from consumers were addressed when it comes to cleaning and maintenance of the home. Rolling out across the region in Q2 of 2017, the QLED TV Series offers even more features, including improved colour performance and enhanced Smart TV offerings, with new design concepts that allow consumers to personalise their own homes.
Samsung AddWash Washing Machine
Samsung continually engages with consumers to receive feedback in order to develop products and services that help to improve the lives of consumers. Deep consumer insight gained from consumer engagement led to the development of the Samsung AddWash Washing Machine, which features the world’s first distinctive access door on front-load washing machines, allowing consumers to add any item during a wash cycle without having to open the main door and in the process, drain all the water out. This design was honoured with the President’s Design Award 2016 in Singapore, with Samsung Electronics Singapore being one of the recipients of the prestigious “Design of the Year” category.
Citizenship Initiatives to Give Back to the Community
By harnessing its global network and innovations, Samsung wants to create positive change for people everywhere. With success not just measured by business achievements, Samsung continually seeks to improve on how to serve the community and how to make a difference in people’s lives. In a recent study conducted by Kadence Singapore and commissioned by Samsung Electronics, it showed that 73 percent of respondents across nine countries in the Southeast Asia and Oceania regions believe that community engagements are genuinely beneficial to the community, echoing Samsung’s sentiments in reaching out to give back to the communities they are involved in.
In Southeast Asia & Oceania, Samsung is helping students take advantage of a smarter approach to education. By partnering schools and setting up Samsung Tech Institutes around the region, Samsung hopes to give students an enhanced learning environment and to provide relevant skills-based training through tailored education programmes as well as enrichment and infotainment content. To date, Samsung has more than 167 Smart Schools and more than 20 Tech Institutes across the region spanning nine countries, with over 40,000 children and youth having benefitted from the learning opportunities presented by Samsung’s Smart Schools and Tech Institutes.
Samsung also believes in the value of employee volunteering, and fosters an enthusiastic and passionate culture to support our employees’ participation in community projects and meaningful engagements. In line with this, Samsung Southeast Asia & Oceania developed a regional citizenship initiative, the Samsung Love and Care Programme, which aims to improve the overall livelihoods and welfare of disadvantaged children and to support social development. Since its inception in 2015, Samsung has seen a 75% increase in employee participation in the programme, with the most recent one taking place in Cambodia in 2016.
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 17 major categories (alcohol, financial services, automotive, retail, restaurants, food, beverage, consumer electronics, computer hardware, computer software, digital experience, courier services, ecommerce, media and telecommunications, sports, transportation/travel and leisure, and household and personal care) and 79 sub-categories. Participants gave responses 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 the 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?”