Samsung's brand health soars above industry averages in the US

Samsung has had an eventful year with the launch of the Galaxy S24 series and Galaxy AI. Recently, it introduced its latest foldable phones, wearables, and Galaxy Ring. But how does Samsung's brand health compare to other tech brands in the industry? According to YouGov BrandIndex, Samsung has scored higher than the industry average across several key metrics over the past year.

• Impression (measures how consumers view a brand): Samsung leads with a score of 55.9, almost double the average score of 27.8 for all tech brands. This indicates a strong positive perception among consumers.
• Quality (reflects whether consumers consider a brand to represent good quality): Samsung again scores high at 56.9, compared to the industry average of 30.1.
• Value (whether consumers think a brand represents good value for money): Samsung scores 41.4, which is well above the industry average of 16.6.
• Reputation (measures whether consumers would be proud or embarrassed to work for a brand): Samsung scores 44.1, compared to the average of 24.5.
• Satisfaction (whether consumers are satisfied or dissatisfied with a brand): Samsung scores an impressive 72.2, significantly higher than the industry average of 57.3.
• Recommend (measures whether consumers would recommend a brand to friends and colleagues): Samsung scores 48.8, more than double the industry average of 21.2.
• Word of Mouth Exposure (measures how much consumers are talking about a brand) Samsung scores 23.5, compared to the industry average of 9.2.

Samsung's Current Customer score has shown growth over the past year. On July 22, 2023, the score was 16.7, and it reached a peak of 22.9 by April 22, 2024, marking an increase of 6.2 points. This rise is significant among both male and female consumers. For men, the score jumped from 18 on July 22, 2023, to 25.6 on May 27, 2024 (+7.6 points), before settling at 22.8 by July 22, 2024. Among women, the score increased from 15.7 on July 22, 2023, to 19.5 by July 2, 2024 (+3.8 points).

Samsung has outperformed the industry average across all seven key metrics. This strong performance reflects its successful product launches and their ability to maintain a positive brand image.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Samsung's Impression score is based on the question: Which of the following brands do you have a generally POSITIVE/NEGATIVE feeling about? Quality score: Which of the following brands do you think represents GOOD/POOR quality? Value score: Which of the following brands do you think represents GOOD/POOR VALUE FOR MONEY? Reputation score: Imagine you were looking for a job (or advising a friend looking for a job). Which of the following companies would you be PROUD/EMBARRASSED to work for? Recommendation score: Which of the following brands would you RECOMMEND/tell a friend to AVOID? Current Customer score: Which brands have you recently purchased/currently own? Impression, Quality, Value, Reputation, and Recommendations score are delivered as net scores between –100 and + 100 while Current Customer scores are delivered as a percentage. Scores are based on dates between July 22, 2023 to July 22, 2024 among US adults who are aware of the brands.