Singapore’s top brands 2025 | Analysis | Campaign Asia

The Lion city’s flag carrier, Singapore Airlines, has once again landed itself in the top position in our list of the best-loved brands by consumers in Singapore. The world renowned airline beat other local favourites including ecommerce giant Shoppe and Japanese casual wear favourite Uniqlo to claim the top spot. 

With a best brand score of 80, Singapore Airlines distanced itself from the competition achieving top scores across numerous categories including quality (85%), buying experience (81%), customer service (81%), loyalty (83%) and was far and above the brand that Singaporeans would most recommend to others. 

Singapore’s top brands in 2025 reflect a mature market where quality, customer experience, and loyalty matter most. Leading the pack is Singapore Airlines, with a strong brand score of 80 and high marks in service and loyalty. Shopee and Uniqlo also rank highly, known for smooth buying experiences and customer loyalty, while Apple stands out for quality and service, even though its purchase rate is a bit lower.

Financial brands like DBS and retailers such as Watsons and McDonald’s have wide awareness and purchase but could improve on customer recommendations and loyalty. Premium car brands BMW and Mercedes-Benz have strong loyalty scores of around 73-75%, showing their appeal to a smaller, more dedicated customer base. Meanwhile, digital and entertainment platforms like Netflix and Grab continue to keep steady consumer engagement.

There’s a mix of well-loved local names like Singapore Airlines and DBS, known for their loyalty and dependable service, alongside popular international brands like Apple, Netflix, and BMW, admired for their quality and innovation. It captures how Singaporeans value the familiarity and trust of homegrown favourites, while also getting excited by the fresh appeal and prestige that global brands bring, showing a market that’s both proudly local and open to the wider world.

Overall, Singaporean consumers value reliable quality, easy buying experiences, and good customer service. While innovation plays a supporting role mostly in tech and digital sectors, trust and consistency are what keep customers coming back. The top brands not only get noticed but also build lasting relationships.

Let’s have a closer look at the top performers

1. Singapore Airlines

Launched in 1972, Singapore Airlines grew from the old Malayan Airways and quickly became a global icon for luxury air travel. It’s earned a reputation for being one of the world’s very best airlines and in 2025 won World’s Best Cabin Crew and dominated First Class categories in the Skytrax World Airline Awards. The airline consistently scores high in quality (85%) and loyalty (83%), making it a trusted choice for travelers in Singapore and beyond.

2. Shopee

Founded in Singapore in 2015 by Sea Group, Shopee tapped into Southeast Asia’s demand for easy, mobile-first e-commerce. Nearly all Singaporeans know Shopee (98%), and many use it regularly (94% purchase rate). It’s popular for its smooth shopping experience and strong customer loyalty (81%), though there’s still room to grow in quality perception.

3. Uniqlo

Originating from Japan in 1984 and entering Singapore in 2009, Uniqlo has gained fans for affordable, high-quality basics. It scores well on quality (74%) and customer service (74%) and enjoys strong purchase rates (88%), appealing to shoppers who want reliable, stylish clothing without breaking the bank.

4. Apple

This American tech giant, established in 1976, became a major player in Singapore during the smartphone boom. Apple is known for premium quality (76%) and a great buying experience (78%), though its purchase rate (71%) is slightly lower, as not everyone upgrades often. It’s seen as a dependable, aspirational brand.

5. Netflix

Starting in the US in 1997 and entering Singapore in 2016, Netflix quickly became a top entertainment choice. Singaporeans notice its quality content (70%) and show strong loyalty (79%). While customer service scores are moderate, its seamless streaming experience keeps subscribers coming back.

6. DBS

Founded in 1968 to support Singapore’s growth, DBS is the nation’s premier bank. It has a high awareness (93%) and solid purchase rate (80%), though customer recommendation (59%) and loyalty (63%) scores suggest room to strengthen emotional connections with clients.

7. Watsons

An established health and beauty retailer since 1841 in Asia, Watsons is a go-to for personal care essentials in Singapore, with strong purchase frequency (94%). However, its quality (58%) and recommendation (52%) scores show it can still deepen customer trust and advocacy.

8. McDonald’s

Arriving in Singapore in 1979, McDonald’s became a fast-food staple loved for convenience. It enjoys high awareness (92%) and frequent purchases (88%), but quality (58%) and customer recommendation (57%) scores suggest its appeal is more about familiarity than exceptional experience.

9. BMW

The German luxury carmaker established in 1916 is prized in Singapore for quality (64%) and superior customer service (80%). It commands strong loyalty (73%), despite a relatively low purchase rate (25%), reflecting its status as an aspirational brand among a select group.

10. Guardian

Founded in Singapore in 1967, Guardian is a familiar name in health and beauty retail. It boasts high awareness (93%) and purchase rates (88%), but quality (58%) and recommendation (53%) ratings indicate opportunities to enhance customer satisfaction and word-of-mouth.