Samsung Electronics has been named the best brand in Asia in 2015 for the fourth year in a row, according to results from ‘Asia’s Top 1000 Brands’ annual online survey conducted by Campaign Asia-Pacific in collaboration with Nielsen. Samsung is also ranked top-five in at least 14 consumer electronics sub-categories. Besides smartphones, it also leads in mobile phones, refrigerators and TVs.  

The ranking – which aggregates views across 14 major product categories including automotive, retail, F&B and consumer electronics – is based on consumer insights, and offers a clear measure of the most highly regarded brand names today.

Leading Innovation, Consumer Insights & Giving Back to the Community

Samsung’s evolution to become Asia’s best brand is aligned closely with the quality, design and innovativeness of its products and services and its goal to provide consumers with new experiences and aspirational products. The core to its continued success as Asia’s top brand lies within its commitment to bring innovation to the market faster than others, understanding and meeting the needs of consumers in the region, and community engagement through citizenship efforts.

1. Leading Innovation

Every year, Samsung makes bold investments in the area of research and development (R&D). This investment currently runs at around $40 million a day and more than 70,000 employees worldwide are dedicated to R&D. As a result of this commitment to research and consumer focus, Samsung has brought constant innovations to market. Recent examples include:

SUHD TVs that mark a monumental leap into the future of viewing experience by delivering superior picture quality, stunning contrast, striking brightness, spectacular colour and superb UHD (Ultra High Definition) detail. The top of the line JS9500 SUHD TV received more than eight awards at the global 2015 Consumer Electronics Show (CES) . 

The Galaxy S6 and Galaxy S6 edge smartphones that define what’s next for mobility by combining beauty with purpose with its stunning design, exquisite craftsmanship and powerful performance.

The activ dualwash washing machine that comes integrated with a built-in sink and side water-jet systems that allow consumers to effortlessly pre-wash/ hand-wash clothes at the washing machine itself, reducing users’ muscle tension by an average of 43 per cent compared to the typical hand-wash process_.

2. Unwavering Focus on Consumers

Identifying and serving the needs of consumers is at the heart of everything Samsung does. To ensure deep understanding of consumers from various regions, countries and across different cultures, Samsung has established extensive global consumer research facilities including 36 R&D Centres, six Design Centres, seven Lifestyle Research Labs and seven Product Innovation Teams around the world. Just in Asia, Samsung operates Design Centres in Shanghai, Tokyo and Seoul, Lifestyle Research Labs in Delhi, Singapore, Beijing and Seoul, and Product Innovation Teams in Singapore, Seoul, Beijing and Delhi.  

These teams operate as in-house incubators to develop market-driven technologies and innovation. They study local cultures and trends, and the changes in the ways people are living and using technology – and deliver the insights to support product innovation across all Samsung product categories.

3. Giving Back to the Community through Citizenship Initiatives

As a global citizen, Samsung wants to use its technology to do good and is committed to creating a better future for people and bringing about positive change in community through its Citizenship initiatives. These initiatives revolve around tackling on key issues such as education, employment and health.

In the region, Samsung is focused on educational programmes that support youth education and job training through the use of its technology, services and expertise. There are Samsung Smart Schools – enhanced learning environments enabled by Samsung technology – in Malaysia, Philippines, Singapore, Thailand, Vietnam, New Zealand and Taiwan; and Samsung Tech Institutes where Samsung partners with vocational institutes to provide relevant skills-based training in Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore and Taiwan. 

There are also Samsung SONO Schools in Indonesia, Malaysia, Philippines, Thailand and Vietnam. These facilitate medical training focused on ultrasound diagnosis, obstetrics and gynecology – to reduce infant mortality rates in Southeast Asia and improve the quality of healthcare in local communities.