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Survey: Samsung beats Google as top global brand

By Song Chang-sup & Kim Tae-gyu, UPI News Korea
An employees poses with a Galaxy Watch 5 during launch day at the Samsung Harajuku store in Tokyo on September 29. File Photo by Keizo Mori/UPI
An employees poses with a Galaxy Watch 5 during launch day at the Samsung Harajuku store in Tokyo on September 29. File Photo by Keizo Mori/UPI | License Photo

SEOUL, Nov. 21 (UPI) -- South Korea's Samsung Electronics zoomed past U.S. tech behemoth Google to garner the title of the world's best brand in a survey by British market research firm YouGov.

In the firm's Global Best Brand Rankings for 2022, released Sunday, Samsung scored 127 points, beating last year's winner Google, which scored 106. Video-sharing platform YouTube took third place with 85 points.

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Rounding out the Top 10 were streaming giant Netflix with 59 points, e-commerce powerhouse Shopee with 51 points, instant messaging service WhatsApp with 50 points, Japanese carmaker Toyota with 41 points, as well as U.S. household product brand Colgate, German automaker Mercedes-Benz and Germain discount chain Lidl.

Sports brands Adidas and Nike, meanwhile, fell out of the top 10 list.

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YouGov came up with its ranking by assessing the various brands in terms of quality, value, satisfaction, customer feedback and reputation across 38 markets.

Samsung topped the chart in four of those markets: South Korea, the Netherlands, Vietnam and Ireland. It ranked No. 2 in the United Kingdom, No. 5 in France and No. 6 in the United States.

Overall, the world's largest maker of memory chips and smartphones was in the Top 10 in 19 markets.

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Seoul-based Samsung has had a steady climb, fourth place in 2019 and 2020, rising to second place in 2021 then taking the top spot this year.

Earlier this month, global consultancy Interbrand placed Samsung at No. 5 in its 2022 global brand ranking with a value of $87.7 billion, behind Apple, Microsoft, Amazon and Google.

"Nations engaging in war-like efforts to secure semiconductors these last few years seems to have benefited Samsung Electronics in brand popularity," Seo Yong-gu, a business professor at Sookmyung Women's University, told UPI News Korea.

"It remains to be seen whether its brand power can continue to outshine Google's once the chip shortage problem disappears," he said.

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