Google, Colgate, NTUC top Singapore Superbrands lists : Nielsen

The latest findings from Superbrands identified more than 500 of Singapore consumers’ favourite brands across 94 consumer product and service categories. The brands were then ranked according to the greatest number of consumers identifying the brand as their favourite within the category.
 
Singapore’s consumers identified search engine Google as Singapore’s most favourite brand with the highest number of votes, followed by toothpaste brand Colgate which took the number two position.

NTUC Fair Price was the highest ranked homegrown brand. In total, four Singapore brands made it onto the top ten list, while the other places are being occupied by some of the well known international brands.
 
“The overall results are very similar to the previous survey that we commissioned last year with the same ten brands identified previously retaining their overall position. This is a reflection of the strength of these brands and their ability to retain consumer loyalty,” commented Mark Pointer, chief executive officer, Superbrands Singapore.
 
The most significant change in the ranking of the top ten brands this year is Google’s ascent to the number one position, surpassing Colgate with whom they tied in joint first position last year. "This reflects Google’s increasing brand value around the world as well as positive perceptions by Singapore’s consumers,” added Pointer.

Joan Koh, managing director, The Nielsen Company Singapore, believes, "Strong brands share common traits: they deliver the value that customers desire and expect from them, and fulfill their needs."

She added, "Repeated positive customer relationships and experiences, nurtured and grown from consistent marketing efforts, help to establish the desired perception and brand over time." 
 
Singapore’s Top Ten Favourite Brands 2010

1. Google 
2. Colgate 
3. NTUC Fairprice 
4. SingTel 
5. Straits Times 
6. StarHub 
7. Sony 
8. Yahoo 
9. 7 Eleven 
10. Nippon Paint