Milo is Singaporeans' most-loved brand, survey finds

Milo is Singaporeans' favourite brand according to a survey by Superbrands.
Milo is Singaporeans' favourite brand according to a survey by Superbrands.PHOTO: ST FILE

SINGAPORE - Milo is Singapore consumers' favourite brand, according to a survey from the marketing and promotional organisation Superbrands.

The old-time chocolate and milk drink narrowly beat Singapore Airlines to bag the top spot, with Visa in third place. Golden Village was the only other home-grown brand that made the top 10.

Making its appearance in the top 10 for the first time was ride-hailing app Grab which has burst into the scene in a relatively short period of time.

For the survey, Superbrands identified over 500 of Singapore consumers' favourite brands across 107 consumer product and service categories by polling 1,500 people aged 18 to 54 years.

They were then ranked according to the greatest number of consumers identifying it as their "favourite brand".

The survey was conducted by third-party consumer research agency BDRC Asia so it would be independent from the Superbrands organisation itself.

Said Piers Lee, BDRC managing director: "How a brand resonates with its audience and the extent to which the brand remains relevant in order to maintain brand loyalty is crucial. Great brands such as the brands in the Superbrands top 10 list consistently deliver on this and that is why consumers identify with them and think of them as their favourite brands."

Participation in the Superbrands programme is by invitation only and brands who do so can use the Superbrands logo on their advertising, packaging and other marketing and communications materials.