SingTel most respected local brand: Survey
"Yes that's me Malminderjit Singh..."
By Malminderjit Singh
SINGAPORE - Its mio TV cable television service may have received some flak of late, but that has not stopped SingTel from emerging as the most respected homegrown brands in the latest survey of leading business brands in Singapore.
Ranked fifth overall, SingTel edged local rival StarHub (in 9th place) in the Business Superbrands survey. Singapore Airlines (6th) is the only other Singapore homegrown brand to make it to the top 10 list of the survey which is dominated by technology brands.
The top three brands in Singapore, according to the survey, are all technology names with SAP, IBM and Microsoft ranked first, second and third respectively. Canon, HP and Fuji Xerox are ranked fourth, seventh and eighth respectively, resulting in technology companies making up 80 per cent, or 8 out of 10, of the top 10 list of the survey commissioned by Superbrands and conducted by BDRC Asia.
"The ranking of SAP as Singapore's most respected business brand reflects its increasing brand value in Singapore, and in today's world, it's not so surprising to see the list dominated by technology related brands," says Mark Pointer, chief executive officer, Business Superbrands in Singapore.
"Strong B2B brands share common traits: they deliver the value that their customers want and expect from them, and they fulfil their business needs," he says. "Additionally, building strong business brands helps to shorten the buyer decision-making process and also helps to maintain the desired perception of the brand over time. So investing in building a strong brand is a very important part of the equation that B2B companies must understand." The latest findings from Business Superbrands identified over 200 of Singapore's most well-known and respected business brands across 23 different product and services categories.
The brands were then ranked according to the number of business decision- makers identifying the brand as being well-known and respected within its field and recognised as having achieved the highest level of excellence.
The panel making the rankings consisted of over 500 business people identified as key decision-makers or influencers responsible for evaluating, purchasing or using business services or suppliers. The survey covered a broad range of organisations with 13 per cent of respondents working for the public sector, 20 per cent from large Singaporean corporations, 24 per cent from large foreign corporations and 42 per cent from small and medium enterprises, which broadly reflects the nature of employment in Singapore.
"Within the survey, we found that the business people influence purchase decisions with, on average, 3.9 different product categories in their organisation; the most common being office equipment, software, IT and telecoms. With Singapore being a hub for the region, business people are in contact with and influence purchase decisions on a range of transport and travel related B2B categories," Piers Lee, managing director of BDRC Asia, comments.
"Business people also influence a range of business support services ranging from financial services, HR, and business information services," he says. "Singapore is therefore an excellent centre for B2B product and service providers to build the reputations of their brands".
<iframe width="360" height="360" src="http://www.youtube.com/embed/q74enMdc6aY?rel=0" frameborder="0" allowfullscreen></iframe>
Last edited:
