Singapore’s Top Ten Favourite Brands in 2017

\"\"MILO  has been ranked as Singapore consumers’ favourite brand, according to the latest brand survey from Superbrands, which was conducted by the research agency BDRC Asia earlier this year, in September 2017.

The latest findings from Superbrands identified over 500 of Singapore consumers’ favourite brands across 107 consumer product and service categories. The brands were then ranked according to the greatest number of consumers identifying the brand as their “favourite brand”.

MILO narrowly beat local favourite Singapore Airlines to bag the top spot, with VISA in third place. Golden Village was the only other homegrown brand that made the top ten. Making its appearance in the top ten for the first time was the taxi-hailing app GRAB, which has achieved a huge leap in awareness in a relatively short period of time.

Singapore’s Top Ten Favourite Brands 2017

1 MILO 6 Watson
2 Singapore Airlines 7 GRAB
3 VISA 8 MasterCard
4 7 Eleven 9 Samsung
5 Golden Village 10 Nippon


Mark Pointer, CEO of Superbrands Singapore, commented, “We commissioned third-­party consumer research so that the selection of brands and their subsequent achievement of being recognised as a Superbrand is independent from the Superbrands organisation itself. The fact that these brands have been voted for by Singapore’s consumers as being their favourite brand, is a testament to the recognition and standing that these brands have achieved in the local market. These are truly exceptional brands that are at the forefront of consumer consciousness.”

Piers Lee, Managing Director of BDRC Asia, added, “The results of this survey represent a powerful endorsement of the brands and provide evidence of the remarkable standing that these Superbrands have achieved with Singaporean consumers. How a brand resonates with its audience and the extent to which the brand remains relevant in order to maintain brand loyalty is crucial. Great brands such as the brands in the Superbrands top ten list consistently deliver on this and that’s why consumers identify with them and think of them as their favourite brands.”

In addition to identifying Singapore’s favourite brands, the survey also looked at consumer perceptions of Superbrands in Singapore, where the logo is the most widely recognised brand award.

The research revealed that the overwhelming majority of Singaporean consumers (80%) said that they were more likely to consider buying products and services from a brand that had received endorsement from Superbrands.

76% of consumers are also more likely to try a brand for the first time when endorsed by Superbrands, as well as being more likely to recommend a brand to a friend (59%) and to consider switching from their current brand to try that brand (51%).

“The research results demonstrate that the Superbrands logo enjoys exceptionally high awareness and recognition in Singapore that is significantly ahead of other brand award programmes in the market.The logo does a lot to build brand equity, mostly in terms of its reputation, and significantly helps a brand to stand out from other brands in the same category. However it is the fact that consumers are much more likely to buy a brand endorsed by Superbrands or recommend it to a friend, that represents a very tangible benefit to brand owners,” added Mark Pointer.

Participation in the Superbrands programme is strictly by invitation only and it provides a Mark of Excellence and recognition that the brand has established the finest reputation in its field. At the same time it acknowledges the significant emotional and tangible benefits that the brand provides its customers  and ultimately helps boost their confidence that they are making the right brand choice.

Brands participating in the Superbrands programme are entitled to use the Superbrands logo on their advertising, packaging, and other marketing and communications collaterals. The brand’s story is featured in the Superbrands reference book as well as on the Superbrands website.