Samsung Electronics has been evaluated as the company with the highest brand value among major Asian countries. According to a report by Nihon Keizai Shimbun (Nikkei) on the 15th, Nikkei Research released the 2025 edition of the “Global Brand Survey,” which compares and evaluates the brand value of Japanese and foreign companies. This survey, conducted for the second time following last year, assessed 200 brands based on input from over 70,000 consumers across 11 countries/regions, including Japan.
The analysis focused on eight countries/regions in Asia where Japanese companies have a significant presence, namely China, Taiwan, Thailand, India, Vietnam, Indonesia, Malaysia, and the Philippines. The survey measured brand value by integrating “brand power,” which reflects brand recognition and image, and “brand index,” which quantifies the influence on consumers’ purchasing decisions.
As a result, Samsung Electronics ranked first in Vietnam, Thailand, India, Indonesia, and Malaysia, maintaining its position as the brand with the highest value in Asia for the second consecutive year. Initially, Samsung ranked first only in Vietnam in previous surveys, but it has now expanded its influence across Southeast Asia, enhancing its brand stature significantly.
The German sports brand Adidas came in second, followed by the American brand Nike in third place. Other Korean companies such as LG Electronics (18th), Hyundai Motor (31st), and Lotte (71st) also made it within the top 100. Japanese companies like Honda and Toyota from the automotive sector and Sony from the electronics sector were also listed in the top 50.
Nikkei noted that although Japanese brands still enjoy high recognition, their presence in the Asian market is gradually diminishing due to falling behind Korean and Chinese companies in innovation and market adaptability.