Originally published: Campaign Asia, 27 August 2025
For the second consecutive year, South Korean tech titan Samsung has ranked first in our list of SEA’s top 10 electronics brands. Samsung manages to edge out the competition, leading in consumer mindshare across various markets and product categories, including smartphones, televisions (such as AI-powered smart TVs), home appliances (laundry, vacuum cleaners), and semiconductor technology.
With a best brand score of 75.4, Samsung holds a comfortable five-point lead ahead of its closest rival, Apple (69.67). The tech major also bested its score from last year, 69.27, indicating that its popularity throughout the region is only growing. Samsung also achieved the first ranking in four of the six markets in SEA across the electronics sector, with only Singapore and Malaysia ranking second behind Apple.
The ranking is based on our authoritative list of Southeast Asia’s top 50 brands, done in partnership with research firm Pureprofile. We have published reports on the top 10 brands from the surveyed markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) across 10 sectors. Brands were evaluated using attributes including awareness, purchase, quality, buying experience, customer service, loyalty, innovation, brand touchpoints (ease of use across all digital and offline interactions), and advocacy (degree of recommendation).
Download the full “Southeast Asia’s Top 50 Brands” report here >
