Samsung has emerged as the most-loved brand among consumers in Indonesia, beating out travel platform Traveloka and automotive favourite Honda in Campaign Asia-Pacific’s Best Southeast Asia Brands 2025 list.
The tech giant secured the top spot with a Best Brand Score of 82.8, driven by near-universal awareness (98%), the highest score for brand touchpoints (87%), and strong showings across customer experience (89%), loyalty (85%), and purchase (81%).
The rankings, developed in partnership with research firm Pureprofile, were revealed at Campaign360 2025 in Singapore.
The study spans six key Southeast Asian markets: Indonesia, Thailand, the Philippines, Malaysia, Vietnam, and Singapore, and evaluates consumer sentiment across 50 top brands and 10 industry sectors. Brands were scored on nine key attributes: awareness, purchase, quality, recommendation, buying experience, customer experience, brand touchpoints, innovation, and loyalty.
Automotive brands Honda and Toyota enjoy strong loyalty (83%) despite Toyota’s lower purchase rate (55%), showing deep emotional connections beyond sales. Digital platforms like Shopee and Tokopedia have high purchase rates (83%-84%) but face challenges in converting these into lasting loyalty (around 68%-69%), highlighting intense competition.
Overall, Indonesian consumers prioritise trust, quality, and seamless buying experiences, but innovation scores remain low across brands, signalling opportunities for differentiation. While local brands such as Wardah, BCA, Garuda Indonesia, and Tokopedia are gaining ground with solid loyalty and quality perceptions, international brands like Samsung, Traveloka, Honda, and Nike continue to dominate awareness, purchase, and loyalty metrics. The market reflects a growing middle class seeking premium, lifestyle, and value-driven products amid economic shifts, with local brands gradually rising through affordability and cultural relevance.
Let's have a closer look at the top performers.
1. Samsung
Samsung was the overall winner in SEA, so it's no surprise it does well here. The Korean electronics giant not only boasts extremely high awareness and strong scores in quality, loyalty, and customer service, but it also excels in maintaining a seamless presence across multiple customer touchpoints (87%), from small local shops to large retail outlets. While its innovation score (49%) is relatively strong compared to competitors, there remains an opportunity for Samsung to push the envelope further in innovation to sustain its leadership. Additionally, with a recommendation score of 81%, Samsung enjoys solid brand advocacy, though enhancing this could further strengthen its market position.
2. Traveloka 
Traveloka, founded in 2012, has grown into Indonesia’s top online travel platform and a major player across Southeast Asia. With 98% brand awareness and a leading buying experience score of 90%, it’s clear why so many travellers trust the platform. Traveloka also scores well on innovation (49%) and loyalty (85%), showing it keeps evolving to meet customer needs. Beyond just bookings, Traveloka significantly boosts Indonesia’s economy, adding about USD 10 billion in value over four years and supporting hundreds of thousands of jobs. Serving over 40 million active users monthly and expanding into new markets like Japan, Traveloka’s strong user engagement and solid partnerships set it up for continued growth in the changing travel landscape.
3. Honda
Honda is a favourite in Indonesia thanks to its reliable, fuel-efficient, and affordable vehicles, especially its motorcycles. Most people know the brand well (96% awareness) and stick with it (83% loyalty), thanks to smooth customer service and a smooth buying experience. While Honda isn’t seen as super innovative yet (innovation score of 25%), its solid quality and strong recommendations show it’s trusted.
4. BCA
Bank Central Asia (BCA) remains Indonesia’s top financial brand with a strong score of 74.9 and 93% awareness. Known for great customer service and easy access across channels, BCA continues to grow its loan business and stay profitable. While customers are loyal, there’s room to boost recommendations and push more innovation to keep leading in a competitive market.
5. Wardah
Wardah not only leads with halal-certified beauty products that resonate deeply with Indonesia’s Muslim majority but also scores highly on customer experience, service, and loyalty. While its quality and accessibility are strong, there’s room to boost innovation to stay ahead in the competitive beauty market.
6. Shopee
Despite slipping five places to sixth in Indonesia’s rankings this year, Shopee remains the top e-commerce platform with strong brand awareness (91%) and impressive purchase rates (83%). It continues to deliver a great buying experience (84%) and solid customer service (78%), keeping millions of shoppers engaged. While its innovation score (33%) shows room for improvement, Shopee’s dominant market presence and loyal user base position it well for future growth amid fierce competition.
7. YouTube
YouTube placed 11th overall in SEA, but managed 7th position in Indonesia's list. Clearly, YouTube is the most popular streaming platform across the region and especially in Indonesia, where it achieved the best brand score of 73.5 alongside exceptional awareness (98%). Its high ratings in quality, recommendation, and loyalty reflect its position as the region’s leading streaming platform. Backed by a large creator network and strong viewer trust, it leads the region’s streaming market. YouTube also drives 20% of Southeast Asia’s video commerce, reaching 85% of online users with 290 million viewers in 2024. Available across multiple devices, its innovative ads and wide reach make it a key player in content, commerce, and brand engagement.
8. Toyota 
Toyota is one of the leading vehicle sellers in Indonesia, and often dominates the country's automotive market, often holding over 50% of sales. With a best brand score of 73.2 and 92% awareness, Toyota is highly recognised among consumers. Exceptional ratings in buying experience (88%), customer service (87%), and touchpoints (89%) highlight Toyota’s effective customer engagement and support throughout the purchase journey. Although innovation scores are relatively lower at 23%, Toyota maintains strong customer loyalty at 83%, suggesting that despite moderate innovation perception, customers remain committed to the brand.
9. Garuda Indonesia
Indonesia’s flag carrier operates flights to over 50 destinations across Asia, Europe, and Australia from hubs in Jakarta, Denpasar, and Makassar. With a strong brand score of 71.7 and 91% awareness, it is recognised as a leading full-service airline in the region. The airline enjoys high customer satisfaction, reflected in quality (81%), recommendation (75%), buying experience (82%), customer service (83%), and loyalty (82%) scores. Despite a lower innovation rating (16%), Garuda is expanding its fleet and route network, including recent partnerships and codeshare agreements to enhance connectivity. Its broad international reach and ongoing improvements position Garuda as a key player in Southeast Asia’s aviation market
10. Tokopedia
Founded in 2009, Tokopedia is one of Indonesia’s top e-commerce platforms, offering products across fashion, groceries, sports, and electronics. In January 2024, TikTok acquired a 75.01% stake in Tokopedia, merging TikTok Shop Indonesia with the platform. While slightly behind competitor Shopee, Tokopedia maintains a strong brand score of 71.6 and 95% consumer awareness, with an 84% purchase rate reflecting high consumer trust. The platform scores well in quality, recommendation, buying experience, and customer service, though innovation is lower at 22%, and loyalty is at 68%. Its partnership with TikTok has expanded reach and empowered local MSMEs, supporting growth in Indonesia’s rapidly evolving e-commerce market.
