Singtel is Singapore’s strongest brand for second straight year

Singtel has been named Singapore’s strongest brand across all sectors for the second year running, according to Brand Finance’s 2023 ranking of the country’s top 100 brands. It achieved this with an improved score of 88.3 out of 100, up from 87.1 the year before, while retaining its AAA rating. In March this year, Brand Finance named Singtel the world’s 6th strongest brand in the telecoms sector.

Brand Finance attributed Singtel’s sustained success as a brand to positive perceptions of its technology leadership, particularly its fast and robust 5G network, the consistent experience that customers enjoy via its website and apps, and good value products and services across both the consumer and enterprise space. Singtel also enjoyed high scores for the familiarity of its brand and brand recall. According to Brand Finance, Singtel received better and commendable scores for these attributes, including for usage share, a measure of its popularity, in comparison to other telecoms brands. These efforts have enabled Singtel to retain its customer base and further cement its position as Singapore’s strongest brand and a leading player in the global telecoms industry.

Mr Alex Haigh, Brand Finance’s Managing Director for Asia Pacific, said, “Singtel’s commitment to island-wide 5G network excellence, as well as the market’s improved perception of its branding and its perfect scores in key brand strength attributes such as service quality and excellent website and apps, were key factors in its retention of the title of Singapore’s strongest brand. With global travel on the increase post-pandemic and as more people experience its connectivity and other digital services, we expect Singtel’s brand performance to continue to improve.”

“We’re very encouraged that our early adoption of 5G, three years ahead of regulatory targets, is giving us a discernible brand uplift and significant pull through to the business.” Lian Pek, Vice President, Group Strategic Communications and Brand, Singtel

Lian Pek, Singtel’s Vice President of Group Strategic Communications and Brand, said, “We’re very encouraged that our early adoption of 5G, three years ahead of regulatory targets, is giving us a discernible brand uplift and significant pull through to the business. Shifting gears as fast as we have to this next-generation technology has given us a valuable headstart when improving our consumer mobile services or helping enterprises innovate and grow their businesses with the raft of emerging technologies that 5G enables. This has seen our customers support us over the past year and we intend to keep doing what it takes to keep them close with our best-in-class technology.”

Singtel completed the nationwide rollout of its 5G standalone (SA) network in July last year, three years ahead of time, scoring a global first for Singapore as the country with full 5G SA coverage. Singtel’s 5G network was also rated Singapore’s Fastest 5G Mobile Network 2022 for the third year in a row by Ookla[1]. In April 2023, Singtel was named the Best Telco Service Provider for the 14th consecutive year in HardwareZone’s annual Tech Awards Readers’ Choice.

According to the Infocomm Media Development Authority’s latest report on customer handling, Singtel had the lowest complaint rate for its mobile services among network operators, as well as the lowest complaint rate for fixed broadband services in December 2022.

CT Bureau