Originally published: Campaign Asia, 31 July 2025
The Lion city’s flag carrier, Singapore Airlines, has once again landed itself in the top position in our list of the best-loved brands by consumers in Singapore. The world renowned airline beat other local favourites including ecommerce giant Shoppe and Japanese casual wear favourite Uniqlo to claim the top spot.
With a best brand score of 80, Singapore Airlines distanced itself from the competition achieving top scores across numerous categories including quality (85%), buying experience (81%), customer service (81%), loyalty (83%) and was far and above the brand that Singaporeans would most recommend to others.
The ranking stems from Campaign’s authoritative list of Southeast Asia’s top 50 brands, recently revealed at Campaign360 in partnership with research firm Pureprofile.
Six markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked across nine brand attributes including awareness, purchase, quality, advocacy (degree of recommendation), buying experience, customer experience, brand touchpoints (ease of use across all digital and offline brand interactions) innovation, and loyalty, to form their score.
Download the full “Southeast Asia’s Top 50 Brands” report here >
