Samsung Electronics Tops Nikkei Research Asia Brand Value Rankings for Second Consecutive Year

Ranked First in Most Countries, Expanding Influence
Adidas in Second Place, Nike in Third

Samsung Electronics has ranked first for the second consecutive year in a "brand evaluation" survey conducted by a Japanese market research firm targeting countries across Asia.

According to the Nikkei newspaper in Japan on October 14, Samsung Electronics secured the top spot among major Asian countries for the second year in a row in the "Global Brand Survey 2025" released by Nikkei Research, a Japanese market research firm.

This survey was conducted with approximately 70,000 consumers in 11 countries, including Japan. The results for eight major Asian countries and regions-China, Taiwan, Thailand, India, Vietnam, Indonesia, Malaysia, and the Philippines-were analyzed and announced separately.

Samsung Electronics was selected as the company with the highest brand value for the second consecutive year. The brand value of Samsung Electronics ranked first in most Southeast Asian countries, including Vietnam, Thailand, India, Indonesia, and Malaysia. Last year, it held the top spot only in Vietnam. While it ranked second in Thailand and India last year, this year’s survey showed an overall rise in rankings, indicating an expanded brand influence.

Nikkei Research analyzed that "Samsung has established robust brand power throughout Southeast Asia."

Nikkei Research stated that it measured and indexed brand value based on brand power, which reflects brand awareness, and brand contribution analysis, which evaluates influence during purchasing and other decision-making processes, targeting 200 brands from Japan and overseas.

Following Samsung Electronics, Adidas from Germany ranked second, and Nike from the United States ranked third. Apple came in fourth, while BMW, which was ranked tenth last year, jumped to fifth place. The rankings were followed by Honda, Sony, Toyota, Yamaha, and Microsoft.

Among the top 50 brands, 22 were Japanese, two more than the previous year, but overall, Japanese brands showed a downward trend. Nikkei Research analyzed that the presence of Japanese brands in the Asian market is weakening.

Looking further down the rankings, China's BYD rose from 92nd to 81st, and Tesla from the United States climbed from 33rd to 25th. Both companies saw significant increases in brand value, attributed to the rapid expansion of the electric vehicle (EV) market. In contrast, Germany's Volkswagen dropped from 34th to 44th place.