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Hot on the heels of Apple were Samsung and Sony, with NTUC FairPrice, Nestlé, Canon, Panasonic, Nike, Maggi and Hewlett-Packard rounding out the top 10.
Out of the top 10 brands, six are consumer-electronic brands. Two more electronics names sit within the top 20: LG at 13 and Mitsubishi at 19.
Jolene Otremba, reports editor for Campaign Asia-Pacific, said this goes some way to show Singapore’s “insatiable appetite for new technology and gadgets”.
A notable result from this year’s Singapore ranking is the generally weaker standing of local brands as compared to last year’s results. Stalwart brands like Singtel and Singapore Airlines have fallen, from 13 to 22 for the former and from 10 to 25 for the latter.
“NTUC FairPrice managed to sustain its number four position as the only home-grown brand within the top 10, showing that the brand’s marketing initiatives and investments into local community programmes have paid off,” Otremba said.
Other significant homegrown brands within the product category winners for Singapore consumers included POSB, Tiger Beer, 100 Plus, Singapore Airlines and Charles & Keith.
However, Singaporeans still gave highest priority to prominent global brands, notably Apple, Harley Davidson, BMW, Maybelline and SK-II.
In its ninth year running, the report is based on a survey conducted by Campaign Asia-Pacific and the global information and insights provider Nielsen, targeting consumers in 12 key regional markets across Asia Pacific, including Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand and Vietnam.
The survey covered 14 major products and services categories across a total of 73 sub-categories.
The ranking of the brands were ascertained based on responses to questions that asked the respondent to name the best brand that comes to their mind in a category. The results are then weighted to reflect the age, gender and monthly household income representative of the general population.
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