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Shopee, Google, Samsung and YouTube top brand rankings across APAC


By Danielle Long | Acting APAC Editor

November 18, 2022 | 4 min read

Singaporean ecommerce company Shopee has ranked alongside global giants Google, Samsung and YouTube, as the best brands across the Asia-Pacific region, according to data from YouGov’s Best Brand Rankings.


Singapore's ecommerce brand Shopee ranks among global heavyweights across APAC markets

Shopee ranked among the top four brands in six APAC markets: Malaysia (1), Indonesia (2), Singapore (2), Thailand (3), Vietnam (3) and the Philippines (4).

The high ranking across South-East Asia showcases the dominance of the ecommerce brand in these markets, well ahead of rival platform Lazada.

The rankings for each country are created using YouGov’s BrandIndex score, which combines brand health scores across Brand Impression, Quality, Recommend, Reputation, Satisfaction and Value. The annual global report included 15 markets across APAC.

Samsung secured top five rankings in six countries, including South Korea (1), Vietnam (1), Philippines (2), Pakistan (2), Australia (5) and Indonesia (5).

YouTube also featured across the region, in Thailand (1), India (1), Hong Kong (2), Indonesia (4), Malaysia (4) Singapore (10).

Google proved the most consistently popular in APAC, featuring in nine of the 15 top ten rankings; Hong Kong (1), Australia (2), India (2), Singapore (4), Thailand (4), Malaysia (5), South Korea (8), Japan (8), Indonesia (9).

While there were strong brand crossovers, the rankings showcased the differences in market priorities.

Local brands dominated in Japan; Tokyo Disneyland, Toyota, Panasonic, and China: Huawei, Jingdong (JD) and Yunnan Baiqao.

It was similar in Singapore, where Singapore Airlines and Shopee topped the list; Indonesia, where the instant noodle brand Indomie is the market’s top-ranked brand; and The Phillippines, where Filipino fast food chain Jollibee topped the ranking in the Philippines.

India’s tech obsession is evident in its top three; YouTube, Google and What’s App, and it’s a similar story in Hong Kong with Google (1) and YouTube (2), and Thailand - YouTube (1) and Facebook (2).

Australia’s top three brands remained the same as last year, led by hardware and DIY brand Bunnings, followed by Google and Cadbury in a nod towards the country’s homebound habits of recent years.

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Meanwhile, it was a different story over the ditch in New Zealand, where kiwis dream of escaping with Air New Zealand, Emirates and Singapore Airlines, securing the top three brand rankings.

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