Southeast’s Asia’s top 50 brands 2025

Campaign Asia-Pacific has revealed an authoritative list of leading brands in Southeast Asia in terms of consumer mindshare. The list was unveiled at Campaign360 in Singapore following an extensive survey and research from Pureprofile in partnership with Campaign.

 

After more than 10,000 interviews, and the tracking of 623 brands across 10 sectors, Samsung emerged on top, followed by leading ecommerce platform Shopee (2), automotive major Toyota (3) and health & beauty care giant Watsons (4). But electronics and ecommerce giants were not the only standouts. Netflix (5) and Adidas (6) also ranked highly thanks to their visibility and awareness across markets, ease of buying, and purchase frequency among customers. 

 

Top 50 brands

 

 

Brands in the top 50 had to be present in at least three of the six markets involved in the survey (Indonesia, Thailand, Philippines, Malaysia, Vietnam Singapore). In addition, recognised brands were ranked across nine brand attributes including awareness, purchase, quality, advocacy (degree of recommendation), buying experience, customer experience, brand touchpoints (ease of use across all digital and offline brand interactions) innovation, and loyalty, to form their score.

 

Personal care and beauty brands are most represented, followed by electronics, apparel, transport & delivery, and fast food. Noteworthy new entrants in 2025 include Dior (18th), Ford (22nd), Philips (40th), Disney (42nd), Hyundai (43rd), and Chanel (47th), signalling the rising influence of luxury and health technology brands.

 

 

Among the key findings outlined by Pureprofile CEO Martin Filz at the event:

 

1. Top brands build impactful ecosystems: Top performers stand out by delivering a consistent,

emotionally resonant experience across every touchpoint—from product to support to storytelling. It’s not one standout moment, but the sum of well-executed parts that sets them apart.

 

2. Experience is the key differentiator: Top brands aren’t winning on product quality alone. The real differentiators are the buying experience and customer service, which consistently index highest. Top performers simplify the journey and deliver seamless engagement across

the customer journey.

 

3. Top brands build deeper connections: Strong brand-customer relationships translate into retention and word-of-mouth. It’s critical to nurture emotional connections, not just transactional ones.

 

4. Innovation drives distinction: Top brands stay relevant by continuously evolving their ecosystems, even if it’s not always obvious to the consumer. Innovation doesn’t have to be flashy or high-tech; it can be as simple as streamlining everyday processes that improve the customer experience. Thoughtful product tweaks or smart digital tools can quietly make a big impact and set a brand apart.

 

Samsung achieved the highest average quality score (78%) across the six countries, along with top scores for awareness, purchase frequency, and innovation. Automotive brands like Toyota excel in buying experience and customer service. The most significant differences between Top 50 and bottom 50 brands lie in quality, buying experience, and advocacy, with a 20% margin in quality and advocacy and a 13% difference in buying experience.

 

 

The top three brands, Samsung, Shopee, and Toyota, performed well across all brand attribute categories, but what really set them apart were their leading scores in quality, buying experience, and customer service. 

 

As Filz pointed out, experience is the key differentiator in what makes a brand great.

 

"Top brands aren’t winning on product quality alone," he told the Campaign360 audience. "The real differentiators are the buying experience and customer service, which consistently index highest. Top performers simplify the journey and deliver seamless engagement across the customer journey."

 

The Top 50 Brands in Southeast Asia 2025 demonstrate that success is not solely based on product quality but also on building impactful ecosystems, providing exceptional customer experiences, fostering emotional connections, and continuously innovating. The rise of new entrants and the strong performance of regional brands, such as Shopee and Grab, highlights the dynamic nature of the Southeast Asian market and the importance of adapting to evolving consumer preferences. Quality offline and online brand touchpoints are critical for separating top performers.