Home Appliances Excel Despite Economic Downturn, Fast Food Stands Out in Service Sector

[2025 NBCI] National Brand Competitiveness Index for 61 Sectors and 222 Brands
Average Score Drops to 75.0 Points from Last Year
Home Appliance Brands Such as TVs, Smartphones, Kimchi Refrigerators, Washing Machines, and Air Conditioners Stand O

Despite the ongoing economic downturn and high inflation this year, efforts to enhance brand competitiveness have stood out in the manufacturing sector, particularly in home appliances such as TVs, smartphones, washing machines, and air conditioners, as well as in the fast food and hotel sectors within the service industry. However, it was found that in many sectors, brand competitiveness declined overall, suggesting that the value and utility of companies and brands were not effectively communicated to customers.

On October 28, the Korea Productivity Center announced the results of this year’s National Brand Competitiveness Index (NBCI) survey, which covered 61 domestic industries and 222 brands. The average score for all surveyed brands was 75.0 points, a decrease of 2.2 points (-2.9%) from last year’s 77.2 points. The NBCI, developed in 2003 and published annually since the following year, is a leading domestic indicator for measuring brand competitiveness, aiming to spread brand value-centric management and enhance national brand value. Now in its 22nd year, the NBCI provides meaningful information to companies and consumers by accurately gauging current brand value as perceived by consumers and predicting near-future market trends. The Korea Productivity Center oversees the survey, with support from the Ministry of Trade, Industry and Energy.

Looking at the NBCI scores by industry this year, among the 52 sectors comparable to last year, 12 showed an increase in their NBCI, 13 remained unchanged, and 27 experienced a decline. The number of sectors with declining scores rose significantly from 10 last year, while the number of sectors with rising scores dropped from 40 to 12.

LG Whisen Stand Air Conditioner 'Whisen Cool' Ranked No.1 in the Air Conditioner Industry

Brand Competitiveness in Home Appliances Rises in Manufacturing

This year, the average NBCI score for manufacturing, which surveyed 28 industries and 93 brands, was 76.5 points, down 0.7 points from the previous year. TVs and smartphones recorded the highest NBCI scores at 80 points, followed by kimchi refrigerators at 79 points. Air purifiers, cordless vacuum cleaners, dishwashers, washing machines, air conditioners, clothes dryers, massage appliances, soju, and cosmetics each scored 78 points.

Compared to last year, excluding three industries where the survey focus shifted to corporate brands, six sectors saw an increase, ten remained unchanged, and nine declined. The sector with the greatest improvement in brand competitiveness was air conditioners, which rose by 2.6%. Brand competitiveness also increased in apartments, milk and fermented dairy products, water purifiers, air purifiers, and cordless vacuum cleaners compared to last year.

By brand, among the 93 manufacturing brands, Samsung Galaxy received the highest evaluation with 82 points, followed by Jeju Samdasoo, also at 82 points. LG Tromm, Ceragem, Chamisul, and Hankook Tire each scored 81 points. In the air conditioner category, LG Whisen led with 80 points.

Fast Food Leads in Service Industry Competitiveness

For the service industry, which surveyed 32 sectors and 119 brands, the average NBCI score was 75.2 points, down 0.2 points from the previous year. In this sector, fast food brands had the highest competitiveness at 80 points, followed by hotels at 79 points. Department stores, bakeries, life insurance, non-life insurance, credit cards, app cards, and electronics retailers each scored 78 points. Professional baseball, a specially surveyed sector, had the lowest score among all industries at 58 points.

Among service industry sectors, six saw an increase, three remained unchanged, and 18 declined compared to last year. The competitiveness of non-life insurance, credit cards, and fast food rose significantly (2.6%), while banks, securities, and hotels also improved. Among the 119 brands, Lotteria received the highest score at 81 points. CGV, Mom’s Touch, Samsung Life Insurance, Samsung Fire & Marine Insurance, Shilla Hotel, and Paris Baguette each scored 80 points.

Overall, the decline in NBCI across both manufacturing and service sectors compared to last year is mainly attributed to increased consumer spending on essentials amid economic stagnation caused by rising prices, as well as the failure of industries and brands to effectively communicate their value and benefits to customers. Additionally, incidents such as personal information leaks have eroded customer trust in telecommunications sectors and related brands. A representative from the Korea Productivity Center stated, “Going forward, companies will need to focus more on branding activities to retain loyal customers and restore trust. In a fiercely competitive business environment where strategies must be established and a flood of channels, content, and information exists, efforts to promote one’s brand, ensure effective communication, and engage in feedback activities with customers are increasingly important.”

This content was produced with the assistance of AI translation services.