Snooty Singaporeans snub local brands

Only one Singaporean company made it to the top ten, can you guess what other names dominated?

According to Campaign Asia-Pacific's 2012 Asia's Top 1000 Brands survey, Apple has claimed the top spot in the Singapore. Hot on the heels of Apple were Samsung and Sony, with NTUC FairPrice, Nestlé, Canon, Panasonic, Nike, Maggi and Hewlett-Packard rounding up the top 10.

Here's more from Campaign Asia-Pacific:

“The continued dominance of consumer electronic brands goes some ways to show Singapore’s insatiable appetite for new technology and gadgets,” said Jolene Otremba, Reports Editor, Campaign Asia-Pacific. Out of the top 10 brands, six are consumer electronic brands, while another two more sit within the top 20 – LG at number 13 and Mitsubishi at number 19.

In its 9th 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: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand and Vietnam.

A notable result from this year’s Singapore ranking is the general weaker standing of local brands as compared to last year’s results. Stalwart brands like Singtel and Singapore Airlines have fallen from number 13 to number 22 and number 10 to number 25, respectively.

Other significant homegrown brands within the product category winners for Singapore consumers included POSB (bank); Tiger Beer (beer); 100 Plus (sports drink); Singapore Airlines (full service airlines) and Charles & Keith (women’s shoes).

However, Singaporeans still gave highest priority to prominent global brands, notably Apple (mobile phone), Harley Davidson (motorcycle), BMW (automobile), Maybelline (cosmetics) and SK-II (female skin care product).

If you've been wondering whether SBR could work for your company — yes, probably.

A lot of the companies we partner with started as readers. They'd been following our coverage for a while, saw their own customers and competitors in it, and eventually asked the obvious question: could we do something with you? The answer is usually yes. The shape of it depends on what you're trying to do.

The options are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. Some partners use one channel; most use a mix. We figure out the right combination by starting with your brief, not with our rate card.

So if the question has been on your mind, here's the easy way to ask it.

We'll tell you honestly whether we can help, and how. It's a better use of everyone's time.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia