Superbrands Survey Identifies Singapore's Favourite Brands

Singapore's consumers identified Internet Search engine, Google as Singapore's most favourite brand with the highest number of votes, followed by Colgate which took the number two position. NTUC FairPrice was the highest ranked homegrown brand.

Internet search engine Google has been named as Singapore's number one favorite brand according to the latest consumer brand survey from Superbrands, which was conducted by The Nielsen Company.

The latest findings from 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 ranked homegrown 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. (Chart 1).

"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 of these 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 and increased 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. Strong brands 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.


Chart 1. 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


About the Superbrands Survey
The Superbrands survey was conducted online and consisted of a panel in Singapore of 1,500 consumers. The panel was weighted by age and gender to reflect the profile of Singapore's adult Internet population. Consumers were asked to identify their favourite brands in each of the 94 categories and brand name responses were unprompted. The research took place between 3rd and 15th September 2010.

About Superbrands

Established in 1994 Superbrands is the world's leading international brand marketing and promotional programme that celebrates the best and most valued brands in more than 80 countries around the world. Participation in Superbrands is strictly by invitation only and only qualified brands are eligible for participation. Superbrands Singapore is under license to SB Asia Pte Ltd. For more information, please visit http://www.superbrands.com/sg


About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit www.nielsen.com

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Tags: Superbrands Singapore, Top 10 favourite brands, Top 10 Singapore brands


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