Top 10 electronics brands in Southeast Asia 2025 | Analysis | Campaign Asia

With a best brand score of 75.4, Samsung holds a comfortable five-point lead ahead of its closest rival, Apple (69.67). The tech major also bested its score from last year, 69.27, indicating that its popularity throughout the region is only growing. Samsung also achieved the first ranking in four of the six markets in SEA across the electronics sector, with only Singapore and Malaysia ranking second behind Apple. 

Well known for its quality, innovation, and trust, Samsung scored the highest awareness (93%) and purchase rate (85%), indicating strong brand recognition and customer acquisition. Overall, Samsung stands out as the leading brand across most categories, particularly in awareness, purchase, quality, and loyalty, with a slight edge over Apple in most attributes except buying experience and customer service, where Apple leads marginally. Other brands like Electrolux, Hatari, Sony, Panasonic, and LG lag significantly behind Samsung and Apple on these metrics.

The chart below shows the scores of the top electronics brands in Southeast Asia. Following the chart, you’ll find the top 10 electronics brands in individual markets, along with a brief analysis of the top 10 performers across the region.

Compared to 2024, Samsung has not only held onto its spot as Southeast Asia’s top electronics brand but has come back even stronger in 2025, increasing its overall score by six points. With higher brand awareness (93%), purchase rates (85%), loyalty (76%), and innovation (30%), Samsung continues to be a top choice with consumers. Its focus on premium and mid-range products like the Galaxy smartphones and AI-powered TVs has helped it keep a leading market share by value, despite rising competition from brands like OPPO and Xiaomi. Alongside great customer experience and service, Samsung’s success is reflected in solid revenue growth across the region.

Apple follows closely in second place with a strong overall brand score of 69.7%. It shines particularly in delivering a smooth buying experience (83%), excellent customer service (81%), and fostering loyal customers (78%), even though its purchase rates are lower (55%). Other brands such as Electrolux, Hatari, Sony, and Panasonic take a middle ground, while Xiaomi and Logitech still face challenges in turning high awareness into lasting customer relationships. All in all, Southeast Asian consumers seem to favour brands that blend quality, innovation, and reliable service—and Samsung continues to lead the pack, with Apple holding steady as the go-to premium choice.

In charts: Electronics brands breakdown by market

1. Samsung

Founded in 1938 in South Korea, Samsung leads Southeast Asia’s electronics market for the second consecutive year with a brand score of 75.4. It is especially popular in Indonesia, Thailand, and the Philippines, where its Galaxy smartphones and smart home appliances have earned widespread recognition. Strong quality, innovation, and customer service contribute to high brand awareness (93%) and loyalty (76%).

2. Apple

Established in 1976 in the United States, Apple ranks second, with significant popularity in Singapore and Malaysia’s urban markets. Known for its premium products and seamless user experience, Apple enjoys excellent customer loyalty (78%) and top-tier service, even though its purchase rate is moderate.

3. Electrolux

This Swedish brand, born in 1919, is trusted throughout Thailand and Vietnam for durable home appliances. Electrolux’s focus on reliable performance and customer support drives steady brand awareness (58%) and strong loyalty (71%) among consumers.

4. Hatari

Hatari, a Thai brand founded in 1976, is well-loved in Thailand and neighbouring countries for affordable and practical household appliances like fans. It combines high brand recognition (78%) with strong purchase rates (74%), appealing to value-conscious buyers despite limited innovation.

5. Sony

Japanese giant Sony, established in 1946, is favoured in Singapore and Malaysia for high-quality electronics spanning audio, gaming, and visuals. With solid brand awareness (86%) and steady loyalty, Sony maintains a reliable market presence.

6. Panasonic

Panasonic, founded in 1918 in Japan, has built a reputation for dependability in Indonesia and the Philippines. Its consistent quality and customer service help maintain strong brand awareness (83%) and customer trust.

7. Hitachi

Hitachi, established in 1910 in Japan, is renowned across Southeast Asia for its reliable industrial and consumer electronics. It has a firm foothold in sectors requiring durable and efficient solutions, including home appliances and heavy equipment. With moderate brand awareness (73%) and steady loyalty, Hitachi continues to build trust in diverse markets throughout the region.

8. LG

South Korean LG, founded in 1958, is popular in Vietnam and Malaysia, offering dependable TVs, appliances, and mobile devices. High brand awareness (86%) and reliable customer support strengthen its position in these markets.

9. Philips

Founded in the Netherlands in 1891, Philips is a trusted name in healthcare and consumer electronics, especially in Vietnam and Thailand. Its innovation and quality have earned it steady consumer loyalty.

10. EPSON

EPSON, a Japanese company established in 1942, enjoys strong recognition in Singapore and Malaysia for dependable printing and imaging solutions. Despite lower innovation scores, its consistent quality keeps consumer loyalty high.