Originally published: Campaign Asia, 15 July 2025
Samsung has emerged as the most-loved brand among consumers in Indonesia, beating out travel platform Traveloka and automotive favourite Honda in Campaign Asia-Pacific’s Best Southeast Asia Brands 2025 list.
The tech giant secured the top spot with a Best Brand Score of 82.8, driven by near-universal awareness (98%), the highest score for brand touchpoints (87%), and strong showings across customer experience (89%), loyalty (85%), and purchase (81%).
The rankings, developed in partnership with research firm Pureprofile, were revealed at Campaign360 2025 in Singapore.
The study spans six key Southeast Asian markets: Indonesia, Thailand, the Philippines, Malaysia, Vietnam, and Singapore, and evaluates consumer sentiment across 50 top brands and 10 industry sectors. Brands were scored on nine key attributes: awareness, purchase, quality, recommendation, buying experience, customer experience, brand touchpoints, innovation, and loyalty.
Download the full “Southeast Asia’s Top 50 Brands” report here >
