Major domestic brands leveraging artificial intelligence (AI) technology and differentiated customer experiences have received high marks from consumers. Samsung Galaxy was recognized as the most competitive brand in South Korea, while improvements in brand competitiveness were noted in sectors closely related to consumer lifestyles, such as appliance subscriptions and apartments.
According to the 2026 National Brand Competitiveness Index (NBCI) survey conducted by the Korea Productivity Center (KPC), Samsung Galaxy scored 83 points, securing the top position among 217 brands evaluated. Jeju Samdasoo, which shared the top spot last year, followed closely with 82 points.
In the manufacturing sector, LG Tromm (washing machines and dryers), The North Face, and Cass each scored 81 points, placing them among the leaders. In the service sector, Lotteria and Paris Baguette also achieved the highest score of 81 points.
The NBCI is a comprehensive metric that quantifies brand competitiveness by analyzing brand awareness, image, customer relationships, and marketing activities. It has been published annually since 2004 and marks its 23rd year this year, with the latest survey covering 217 brands across 60 domestic industries.
In terms of industry performance, sectors emphasizing advanced technology and differentiated services stood out. In manufacturing, televisions and smartphones each scored 79 points, while air purifiers, kimchi refrigerators, washing machines, and dishwashers followed with 78 points. Air conditioners, cordless vacuum cleaners, clothing dryers, clothing management devices, water purifiers, bottled water, and apartments scored 77 points.
In the service sector, fast food and bakeries each achieved the highest score of 79 points. Securities, general hospitals, and hotels scored 78 points, while banks, life insurance, property insurance, department stores, rental cars, smart learning, duty-free shops, and electronics specialty stores scored 77 points.
The most notable improvement in brand competitiveness was seen in the telecommunications sector. The telecommunications NBCI rose from 66 points last year to 70 points this year, a 4-point (6.1%) increase. SK Telecom returned to the top of the sector with a score of 74, while KT and LG Uplus scored 68 and 67, respectively. Efforts to restore customer trust through tariff plan reforms and expanded membership benefits were positively reflected in these scores.
The appliance subscription sector also saw a rise from 69 points to 71 points, marking a 2-point (2.9%) increase in competitiveness. LG Electronics maintained its lead with a score of 74, while Samsung Electronics' AI subscription club rose by 3 points to 68. This shift reflects a consumer trend prioritizing management services and convenience over mere product ownership, contributing to enhanced brand competitiveness.
The apartment sector also improved, rising from 75 points to 77 points, a 2-point (2.7%) increase. Raemian topped the rankings with a score of 79, with all seven brands surveyed showing an increase from the previous year. The competition among services encompassing AI homes, resident communities, and eco-friendly living environments is believed to have influenced these results.
However, the overall NBCI average fell to 74.5 points, down 0.5 points from last year’s 75.0 points. The average for manufacturing was 76.0 points, and for services, it was 74.6 points, both showing declines of 0.5 points and 0.6 points, respectively, compared to the previous year. Among the 60 industries surveyed, 34 saw their scores decline, 15 maintained their scores, and 11 experienced increases.
The Korea Productivity Center noted, "In the context of economic downturn due to rising prices, there has been an increase in consumption focused on essential goods, and the value of customer benefits in various industries and brands has not been effectively communicated. Moving forward, companies will need to enhance branding efforts to retain loyal customers and restore trust in their brands."
* This article has been translated by AI.
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