Samsung Electronics Surpasses Google... Claims Top Spot as 'World's Best Brand' for the First Time

Global Public Opinion Research Firm YouGov Selection Results
Brand Ranked No.1 in Korea, Netherlands, Vietnam, and Ireland

[Asia Economy Reporter Han Ye-ju] Samsung Electronics has ranked first for the first time in the '2022 Global Best Brand Rankings' selected by the global public opinion research firm YouGov.

According to industry sources on the 21st, Samsung Electronics scored 127 points to take first place in the recently announced '2022 Global Best Brand Rankings' by YouGov. Previously, Samsung Electronics ranked 4th in 2017, 3rd in 2018, 4th in 2019 and 2020, and 2nd last year in this survey.

Samsung Electronics ranked first in four countries: South Korea, the Netherlands, Vietnam, and Ireland. It ranked 2nd in the UK and France, 5th in Germany, Australia, and Indonesia, 6th in the United Arab Emirates and the United States, 7th in Brazil, and 9th in Canada and Denmark, showing a balanced top-tier presence worldwide. Within South Korea, Samsung was ranked 1st, followed by Tylenol, Ottogi, Nike, and LG in 2nd to 5th places respectively.

Google, which was first last year, dropped to 2nd place with 106 points, while YouTube (85 points), Netflix (59 points), and Singaporean online shopping mall Shopee (51 points) ranked 3rd to 5th. WhatsApp (50 points) was 6th, followed by Toyota (41 points), Colgate (34 points), Mercedes-Benz (34 points), and Lidl (33 points).

This year, as in the previous year, five tech companies were selected within the top 10, showing the strong presence of tech firms. Additionally, the popularity of automobile companies rose with the new entries of Toyota and Mercedes-Benz. Shopee's one-rank rise and Lidl's entry into the top 10 are also notable. This appears to reflect consumer trends worldwide seeking cost-effective products amid rising living expenses.

Meanwhile, YouGov conducted the survey based on its own Brand Index evaluation method, assessing brand impression, quality, value, satisfaction, recommendation, and reputation. It selected the top 10 brands in 38 markets, totaling 380 brands, and assigned 10 points to the 1st place and 1 point to the 10th place in each market. The global top 10 were then determined based on the total scores measured this way.