Singtel, Singapore’s leading telecommunications company, has once again been recognized as the country’s strongest brand across all sectors, according to the latest ranking by Brand Finance for 2023. This marks the second consecutive year that Singtel has achieved this prestigious distinction, with an improved score of 88.3 out of 100, up from 87.1 the previous year, while maintaining its AAA rating. Brand Finance’s assessment also named Singtel the world’s sixth strongest brand in the telecoms sector earlier this year.
Singtel’s continued success as a brand can be attributed to positive perceptions of its technology leadership, especially its fast and reliable 5G network, the seamless experience it offers customers through its website and apps, and its value-driven products and services for both consumers and businesses. The company also received high scores for brand familiarity and recall. Brand Finance highlights that Singtel outperformed other telecoms brands in terms of usage share, a measure of its popularity. These factors have enabled Singtel to retain its customer base and solidify its position as Singapore’s strongest brand and a prominent player in the global telecoms industry.
Mr. Alex Haigh, Brand Finance’s Managing Director for Asia Pacific, commented on Singtel’s success, stating, “Singtel’s commitment to delivering island-wide 5G network excellence, coupled with the market’s improved perception of its branding and its outstanding scores in key brand strength attributes such as service quality and excellent website and apps, were instrumental in its retention of the title of Singapore’s strongest brand. As global travel increases post-pandemic and more people experience Singtel’s connectivity and digital services, we anticipate further improvement in Singtel’s brand performance.”
Ms. Lian Pek, Singtel’s Vice President of Group Strategic Communications and Brand, expressed her enthusiasm, saying, “We are highly encouraged that our early adoption of 5G, three years ahead of regulatory targets, has significantly enhanced our brand and resonated with our customers. Embracing this next-generation technology swiftly has given us a valuable headstart in enhancing our consumer mobile services and assisting enterprises in leveraging emerging technologies enabled by 5G to drive innovation and growth. We appreciate our customers’ support over the past year, and we are committed to maintaining their loyalty through our best-in-class technology.”
Singtel accomplished the nationwide rollout of its 5G standalone (SA) network in July of the previous year, three years ahead of schedule, making Singapore the first country to achieve full 5G SA coverage. The company’s 5G network has also been recognized as Singapore’s Fastest 5G Mobile Network for the third consecutive year by Ookla. In April 2023, Singtel received the Best Telco Service Provider award for the 14th year in a row at HardwareZone’s annual Tech Awards Readers’ Choice.
In addition to these achievements, Singtel has been lauded for its customer service. The Infocomm Media Development Authority’s latest report on customer handling revealed that 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.
Brand Finance, a leading brand valuation consultancy, publishes the Singapore Top 100 Brands report annually. The report evaluates brands based on a balanced scorecard of metrics, including marketing investment, stakeholder equity, and business performance. To determine stakeholder equity, Brand Finance collects data from over 100,000 respondents across more than 35 countries and nearly 30 sectors.