Samsung Tops Nikkei Brand Rankings Across Asia for Third Straight Year

Samsung has once again been ranked the most valuable global brand across key Asian markets, extending its lead for a third straight year, according to the latest annual poll by Nikkei Research.

The survey, which tracks brand strength and perceived value among consumers in major economies in the region, found that the South Korean electronics group continues to enjoy broad-based support—particularly in Southeast Asia. Nikkei Research said Samsung drew especially strong backing in countries including Thailand and Malaysia, underscoring the company’s deep footprint in the region’s competitive consumer electronics market.

While Samsung topped the overall regional standings, the results also highlighted how brand leadership can vary sharply by country. Apple, for example, took the No. 1 position in both Vietnam and Taiwan, indicating continued momentum for the U.S. technology company in markets where premium smartphones and closely integrated device ecosystems have gained traction.

Japanese automakers also maintained a prominent place in the rankings. Toyota and Honda remained within the overall top 10, reflecting sustained consumer confidence in their brands across Asia even as the global auto industry navigates rapid shifts in electrification, technology features and supply-chain pressures.

Taken together, the findings point to a region where electronics and mobility brands continue to dominate perceptions of value, but where local market dynamics—such as income levels, product availability, carrier partnerships and consumer preferences—can determine which global names rise to the top in individual countries.

The poll’s latest outcome cements Samsung’s status as a regional powerhouse, with the company benefiting from both mass-market reach and strong brand recognition built over years of presence in Asia. At the same time, Apple’s leadership in Vietnam and Taiwan illustrates that the contest for consumer loyalty remains fluid in specific markets, particularly where demand for high-end devices is robust.

Why it matters

Brand strength influences pricing power, customer loyalty and how easily companies can introduce new products—making these rankings relevant to consumers, competitors and investors alike. Samsung’s continued lead suggests it remains well positioned in fast-growing Southeast Asian markets, while Apple’s country-level wins signal pockets of rising premium demand. Watch whether automakers can keep their brand equity as electric vehicles reshape buyer expectations across Asia.