Samsung Electronics headquarters in Seocho, Seoul / Korea Times file
By Kim Jae-heun
Samsung Electronics topped Google for the first in the 2022 Global Best Brand Rankings, which is assessed by global polling firm YouGov, data showed Sunday.
YouGov picked 380 top 10 brands in 38 markets based on its own brand index evaluation that analyzes brand reputation, quality, value and customer satisfaction and selected the overall best 10. Firms were given points from 1 to 10 based on their ranking in each market and added overall scores to rank them in the best brand list.
Local tech giant Samsung Electronics received 127 points thereby outperforming Google, YouTube and Netflix, who achieved 106 points, 85 points and 59 points to rank second, third and fourth respectively. Singaporean online shopping mall Shopee was ranked fifth after attaining 51 points.
Samsung Electronics ranked first in four countries: South Korea, the Netherlands, Vietnam and Ireland. It also ranked second in the United Kingdom, fifth in France and sixth in the United States. Its high ranks in various regions gave it the top score overall.
The company jumped to second place last year from fourth in 2017, third in 2018 and fourth in 2019 and 2020.
This year, tech companies dominated the best brand ranking, with five being selected out of the top 10. Here, Toyota and Mercedes-Benz were ranked seventh and ninth to join the top 10, showing the increased popularity of automakers.
Global sportswear brands Adidas and Nike, which ranked eighth and 10th last year, were pushed out of the top 10 this year.
It is also notable that Shopee rose one notch and Riddle reached the top 10, which reflects the fact that consumers are seeking cost-effective products as the cost of living soars around the world.
