Ahead of Google

For the first time, Samsung Electronics ranked first among the world's top brands selected by YouGov, a global polling company. Google, which was No. 1 in 2021, fell to second place.

Samsung Electronics earned 127 points to top YouGov Global Best Brand Rankings 2022, which was announced on Nov. 20. The Korean tech giant’s ranking rose from fourth place in 2020 to second place last year. This year, it overtook Google to rise to the top spot.

Google placed second with 106 points, followed by YouTube (85 points), Netflix (59 points), and Southeast Asian e-commerce company Shopee (51 points). Sixth place went to WhatsApp (50 points), which was followed by Toyota (41 points), Colgate (34 points), Mercedes-Benz (34 points) and Lidl (33 points).

YouGov decides global brand rankings by analyzing brands’ scores based on impressions, quality, value, satisfaction, and recommendations. It selected the top 10 brands in 38 markets, so a total of 380 brands competed. Their rankings were measured by giving 10 points for first place and 1 point for 10th place.

Samsung Electronics ranked first in four countries including Korea, the Netherlands, Vietnam, and Ireland and ranked second in the United Kingdom and France, fifth in Germany, Australia, and Indonesia, sixth in the United Arab Emirates (UAE) and the United States, seventh in Brazil, and ninth in Canada and Denmark. It evenly ranked high around the world. In Korea, Samsung came in first, followed by Tylenol, Ottogi, Nike, and LG.

It is also noteworthy that Adidas and Nike, which were in the top 10 club last year, disappeared from the rankings, and automobile brands such as Toyota and Mercedes rose to the upper ranks.

Shopee, an e-commerce company based in Southeast Asia, and Lidl, a global discount store, joined the top 10. This is attributed to the spread of a consumption pattern to buy relatively cheap products due to global inflation.

Shopee rose from 8th in 2020 to 6th in 2021 and to 5th this year. On the other hand, Amazon, the largest global e-commerce company, fell from 5th in 2020 to 7th in 2021 and was pushed out of the top ten this year. Amazon also performed poorly in the US rankings, taking ninth place.

Meanwhile, Tokyo Disneyland rose to the top spot among global brands in Japan, while Huawei took first place in China.

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