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).