Campaign Asia-Pacific, in collaboration with Milieu Insight, has released a comprehensive ranking of Southeast Asia's top brands based on consumer perception. The research, involving over 10,000 interviews across six countries, evaluated 1,200 brands across 11 sectors, focusing on nine key brand attributes.
Samsung emerged as the leader, followed by Shopee, Apple, and Grab. Notably, personal care and beauty brands dominated the top 50, indicating a shift from the previous year's emphasis on electronics.
Key findings from the research highlight the importance of building multi-faceted ecosystems for frictionless customer experiences, prioritizing innovation in various aspects beyond just products, and delivering quality experiences that encompass more than just the product itself.
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While Samsung excelled in awareness, quality, trust, and innovation, automotive brands like Toyota and Honda led in buying experience and customer service. The top three brands, Apple, Samsung, and Shopee, consistently performed well across all attributes, with advocacy, trust, and innovation being their standout strengths.
The research underscores that innovation extends beyond advanced products and can manifest in various forms, such as enhancing service delivery or supply chain efficiency.
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