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Samsung ranks 7th in U.S. brand relevance index

Posted September. 18, 2018 08:22,   

Updated September. 18, 2018 08:22


Samsung Electronics has ranked seventh in global brand based on marketing consultancy Prophet’s survey of Brand Relevance Index (BRI) this year. Samsung’s ranking is up three notches from last year and the highest among non-American brands. The tech giant is also the only Asian company that has ranked among the top 10 most relevant brands in the world’s largest economy.

Prophet conducted a survey of 12,694 U.S. consumers about 299 brands across 37 industries, measuring across four brand principles, namely customer obsession, ruthless pragmatism, pervasive innovation and distinctive inspiration. “Through this methodology, we can determine which brands are truly indispensable in people’s lives and poised for breakthrough growth,” said the firm.

Apple topped this year’s list for the fourth consecutive year since 2015, and was followed by Amazon, Pinterest, Netflix, Android and Google. Among other Asian brands, Japanese electronics company Sony ranked 21st, with automakers Toyota and Honda placing 29th and 31st, respectively. Facebook and Starbucks’ rankings dropped each by 102 and 93 notches from last year to record 205th and 153rd, respectively.

Jae-Hee Kim jetti@donga.com