Samsung Electronics has secured the top spot in brand value assessments across eight major Asian countries for the third consecutive year. However, the number of countries where it ranked first has decreased from five last year to two this year. Apple has climbed to second place overall, while nearly half of Japanese brands have fallen in the rankings, and most Chinese brands have seen improvements.
According to the Nihon Keizai Shimbun (Nikkei) on October 16, Samsung Electronics achieved a brand value score of 4,819 points in the 'Global Brand Survey 2026' conducted by Nikkei Research. Apple scored 4,728 points, rising from fourth to second place. Nike maintained its third position with 4,659 points, while Adidas dropped from second to fourth.
Among Korean brands, LG held steady at 18th place, Hyundai improved from 31st to 29th, and Lotte rose from 71st to a tie for 65th. All four Korean brands in the top 100, including Samsung, either maintained or improved their rankings.
This year's survey, the third of its kind, evaluated around 200 brands globally, targeting approximately 70,000 consumers across ten countries and regions, including Asia, the United States, and Germany. The survey assessed brand power and its influence on purchasing decisions to calculate brand value scores. The Asian countries surveyed included China, Taiwan, Thailand, India, Vietnam, Indonesia, Malaysia, and the Philippines, where many Japanese companies have a presence.
While Samsung retained its overall leadership, it faced competition in some countries. Last year, it ranked first in five countries, but this year it only topped the rankings in Thailand and Malaysia. In India, local company Tata Motors took the lead, while Apple ranked first in Vietnam and Honda in Indonesia, pushing Samsung down to second place in all three countries.
Despite high purchase intent and favorable evaluations for Samsung products, rankings shifted in some regions compared to last year. In Thailand, however, the intent to recommend products and services, along with brand loyalty and trust, increased, allowing Samsung to maintain its first place.
Apple ranked first in Vietnam and Taiwan. In Vietnam, the perception of Apple as a provider of high-quality products improved, allowing it to rise from third to first place. In Taiwan, Apple dominated among consumers aged 20 to 30. Conversely, Samsung enjoyed strong support among middle-aged consumers across Asia.
Brand preferences varied significantly between Southeast Asia and China/Taiwan. In Southeast Asia, foreign multinational brands dominated the top ranks, while in China, domestic brands like Huawei, Haier, and Xiaomi excelled. In Taiwan, American brands such as Costco and McDonald's were prominent.
Meanwhile, the presence of Japanese brands has weakened. The average score for the 112 Japanese brands evaluated was 2,181 points, lower than the averages for Korean (3,404 points), German (3,171 points), American (2,818 points), and Chinese (2,532 points) brands. Among these, 49% saw their rankings decline compared to last year. Panasonic fell from 11th to 13th, and Uniqlo dropped from 29th to 34th.
However, Japanese automotive brands performed well. Toyota improved its overall ranking in Asia from 8th last year to 5th this year, receiving high evaluations for its products and companies, ranking in the top five across all Southeast Asian countries surveyed. Honda maintained its overall 6th place, surpassing Samsung in Indonesia. In the automotive sector, the average score for 14 Japanese automotive brands was higher than the overall average for the sector, while other sectors fell below the average. Sony led among non-automotive sectors, ranking 7th overall.
Chinese brands saw significant improvements, with 11 out of 12 brands evaluated rising in the rankings. Smartphone maker Xiaomi climbed from 26th to 20th, while telecommunications equipment company Huawei moved up from 33rd to 28th. Electric vehicle manufacturer BYD jumped from 81st to a tie for 63rd, and appliance maker Hisense rose from 96th to 80th. Nikkei reported that Chinese brands are enhancing their evaluations based on quality and design rather than price.
* This article has been translated by AI.
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