Colgate brushed aside by Google as Singaporeans favorite brand

The latest Superbrands survey also revealed that while four Singapore brands made it to the top ten list, NTUC FairPrice is the highest ranked homegrown brand.

The survey, which was commissioned by the Superbrands, identified more than 500 of Singapore consumers’ favourite brands across 94 consumer product and service categories. The brands were then ranked according to the greatest number of consumers identifying the brand as their favourite within the category.

Singapore’s consumers identified Internet Search engine, Google as Singapore’s most favourite brand with the highest number of votes, followed by Toothpaste brand Colgate which took the number two position. NTUC FairPrice was the highest rankedhomegrown brand. In total, four Singapore brands made it onto the top ten list, while the other places are being occupied by some of the worlds biggest and well known international brands.

“In one respect the overall results are very similar to the previous survey that we commissioned last year. The same ten brands identified previously have managed to retained their overall position within the top ten which is a reflection of the strength ofthese brands and their ability to retain consumer loyalty and sustain their category
dominance,” commented Mark Pointer, Chief Executive Officer, Superbrands Singapore.

“The most significant change in the ranking of the top ten brands this year is Google’s assent to the number one position, surpassing Colgate with whom they tied in joint first position last year. Both brands received a higher number of votes than last year andincreased their dominance of their respective categories, however Google’s increase was the greater. This reflects Google’s increasing brand value around the world as well as in Singapore together with the brand’s high top of mind awareness and positive perceptions by Singapore’s consumers,” added Pointer.

“The ranking reflects Google’s increasing brand value especially in Singapore. Strongbrands share common traits: they deliver the value that customers desire and expect from them, and fulfill their needs. Repeated positive customer relationships and experiences,nurtured and grown from consistent marketing efforts, help to establish the desired perception and brand over time,” explained Joan Koh, Managing Director, The Nielsen Company Singapore.

Singapore’s Top Ten Favourite Brands 2010

1. Google

2. Colgate

3. NTUC Fairprice

4. SingTel

5. Straits Times

6. StarHub

7. Sony

8. Yahoo

9. 7Eleven

10. Nippon Paint