Samsung Galaxy topped the 2026 National Brand Competitiveness Index survey conducted by the Korea Productivity Center, scoring 83 points among 217 brands across 60 domestic industries. [Korea Productivity Center]
Samsung Galaxy topped the 2026 National Brand Competitiveness Index survey conducted by the Korea Productivity Center, scoring 83 points among 217 brands across 60 domestic industries. [Korea Productivity Center]

Survey covers 217 brands across 60 domestic industries

Overall average falls to 74.5; mobile telecom sector jumps 6.1%

Home appliance subscriptions, apartments gain ground; Lotteria, Paris Baguette lead services

"A strong brand guides consumer choice."

While product performance, price and design are key factors in purchasing decisions, brand is what adds trust to the equation. A brand image built over years — along with accumulated customer experience — gives companies a competitive edge in crowded markets.

Brand competitiveness is shaped by consumer awareness, perception and the relationship between a company and its customers. Companies are focusing on raising brand value through product innovation, service improvements and expanded customer experiences. Recent industry shifts — AI-driven product upgrades and the growth of subscription services — are opening new fronts in brand competition.

Samsung Galaxy topped the 2026 National Brand Competitiveness Index (NBCI) survey conducted by the Korea Productivity Center (KPC), scoring 83 points among 217 brands across 60 domestic industries.

Jeju Samdasoo bottled water came in second with 82 points. LG Trom (clothes dryer), LG Trom (washing machine), The North Face (outdoor apparel) and Cass (beer) each scored 81 points, reflecting strong brand competitiveness. In the services sector, Lotteria and Paris Baguette tied for first place, also with 81 points each. The survey covered 115,100 respondents across five major metropolitan cities over the past year.

The NBCI has been published since 2004 and is one of South Korea's leading brand competitiveness benchmarks. Now in its 23rd year, the index measures the current level of brand value as perceived by consumers and provides information to companies and consumers to help forecast future market conditions.

This year's overall average NBCI score fell to 74.5 points, down 0.5 points (0.6 percent) from 75.0 points last year. Amid persistent consumer strain from high prices and an economic slowdown, some sectors managed to improve their brand competitiveness and stand apart from the broader trend.

Among the 60 industries surveyed, 11 posted year-on-year gains in their NBCI scores. Fifteen industries held steady compared with last year, while 34 saw declines. Sectors that improved showed notable product and service innovation in response to shifting consumer demand.

In manufacturing, the average score across 28 industries and 93 brands fell 0.5 points from the previous year to 76.0 points. Two industries rose, nine held flat and 17 declined.

Within manufacturing, the apartment sector recorded the sharpest improvement, rising 2.7 percent from the previous year. Water purifiers also gained 1.3 percent. Air purifiers, gas boilers, dishwashers, clothing care systems, bottled water and washing machines all maintained their brand competitiveness at last year's levels.

By industry, TVs and smartphones led manufacturing with 79 points each. Air purifiers, kimchi refrigerators, washing machines and dishwashers followed at 78 points each. Air conditioners, cordless vacuum cleaners, clothes dryers, clothing care systems, water purifiers, bottled water and apartments all scored 77 points.

Among individual brands, Samsung Galaxy rose from 82 points last year to 83 this year, claiming the top spot across all manufacturing brands. Jeju Samdasoo scored 82 points, while LG Trom, The North Face and Cass each held the upper tier at 81 points.

The mobile telecommunications sector posted the strongest gain of any industry, rising 4 points from 66 last year to 70 this year — an improvement rate of 6.1 percent. The sector had declined the previous year partly due to the SIM card hacking incident, and this year saw a partial recovery. SK Telecom climbed 8 points, from 66 to 74, reclaiming the top spot in the sector. KT Corp and LG Uplus each rose 1 point.

The home appliance subscription sector improved by 2.9 percent, and the residential lifestyle platform sector by 1.6 percent. Banking, securities, general hospitals, smart learning, bakeries and duty-free each rose 1.3 percent. Sectors that adapted to changes in consumer lifestyles and service environments performed well.

Among service-sector brands, Lotteria and Paris Baguette received the highest scores at 81 points each. Mirae Asset Securities, Samsung Securities, Samsung Fire, CJ Logistics and Shilla Hotel followed at 80 points.

An analysis of the relationship between brand competitiveness and actual purchase intent found that TVs, fast food and bakeries scored high on both measures. In the TV sector, expanding premium products and applying advanced technologies such as AI drove strong repurchase intent. In fast food, new menu development and collaborative marketing boosted consumer purchase intent, while in bakeries, the expansion of premium dessert products and improvements to the in-store experience were cited as key factors.

KPC said the overall decline in brand competitiveness this year reflected a shift toward essential goods consumption amid high inflation and an economic slowdown, adding that companies and brands had not sufficiently conveyed the benefits and value they offer to consumers.


hong@heraldcorp.com