Singapore — South Korean electronics giant Samsung has once again claimed the crown as Southeast Asia’s top electronics brand in 2025, marking its second consecutive year at the top and widening its lead over competitors. With a brand score of 75.4, Samsung enjoys a comfortable five-point lead ahead of its closest rival, Apple, which scored 69.7%.
The latest rankings, compiled in partnership with research firm Pureprofile, evaluate the region’s top 50 brands across 10 sectors based on attributes including awareness, purchase rate, quality, innovation, customer experience, service, loyalty, and advocacy. Samsung topped four of the six surveyed markets — Indonesia, Thailand, the Philippines, and Vietnam — while Apple took the top spot in Singapore and Malaysia.
Samsung’s dominance reflects its broad consumer appeal and robust product portfolio, from Galaxy smartphones and AI-powered smart TVs to cutting-edge semiconductor technologies and home appliances. The brand leads in awareness (93%) and purchase intent (85%), while also excelling in quality, innovation, and loyalty. Although Apple slightly outperforms Samsung in buying experience and customer service, Samsung’s overall performance remains unmatched across the region.
Apple maintains a firm second place with a score of 69.7%, known for its premium ecosystem, smooth user experience, and industry-leading customer support. Its loyalty rating (78%) remains one of the highest in the sector, even though its purchase rate (55%) trails Samsung. Apple’s strong presence in urban markets like Singapore and Kuala Lumpur continues to sustain its competitive edge in the premium segment.
Beyond the top two, Electrolux, Hatari, Sony, and Panasonic round out the top six, offering a mix of durability, value, and reliability. Electrolux maintains strong consumer trust in Thailand and Vietnam with a focus on performance and support, while Thai brand Hatari appeals to budget-conscious buyers with practical and affordable home appliances. Japanese leaders Sony and Panasonic remain staples in audio-visual and household tech, thanks to their strong reputations for quality and customer service.
Rounding out the top 10 are Hitachi, LG, Philips, and EPSON, all of which maintain steady brand presence across Southeast Asia. Hitachi continues to build trust in both consumer and industrial electronics, LG remains a key player in televisions and home appliances, Philips strengthens its foothold in healthcare and consumer tech, and EPSON is recognised for reliable printing and imaging solutions.
Samsung’s success story in 2025 is built on its ability to balance premium innovation with accessible pricing in mid-range categories, sustaining strong market share despite growing competition from OPPO and Xiaomi. The company’s ongoing revenue growth and robust customer loyalty underscore a broader consumer trend: Southeast Asian buyers increasingly prioritise brands that deliver not only technology and performance but also trust, service, and long-term value.
As the region’s electronics landscape continues to evolve, Samsung and Apple remain the brands to beat — one dominating on scale, innovation, and market reach, the other leading on user experience, premium appeal, and service excellence. The battle for consumer mindshare in Southeast Asia is far from over, but for now, Samsung remains firmly in the lead.
