TVs, Smartphones, Fast Food and Bakeries Shine Despite Economic Stagnation

[2026 NBCI] National Brand Competitiveness Index Covers 60 Sectors and 217 Brands
Average Score Falls to 74.5 from Last Year

A survey of the National Brand Competitiveness Index (NBCI) covering 60 domestic sectors and 217 brands found that TVs and smartphones scored highest in manufacturing, while fast food and bakeries led in services. However, amid a difficult environment of continued economic stagnation and high prices, the value and benefits of companies and brands have not been effectively communicated to customers, and many sectors saw their brand competitiveness decline from the previous year.

On October 27, the Korea Productivity Center announced that the average NBCI score for all brands surveyed this year was 74.5, down 0.5 points (0.6%) from the previous year. Sponsored by the Ministry of Trade, Industry and Energy and administered by the Korea Productivity Center, the NBCI is a leading domestic measure of brand competitiveness. It was developed in 2003 to promote management practices centered on brand value and enhance the value of national brands, and has been published since the following year. Now in its 23rd year of surveying and publication, the index has provided companies and consumers with meaningful information about brands by accurately assessing consumers' perceptions of their current value and helping predict market conditions in the near future.

By sector, the NBCI rose from the previous year in 11 of the 60 sectors surveyed. Scores were unchanged in 15 sectors and fell in 34, up from 27 sectors with declines last year. The number of sectors posting gains also fell to 11 from 12 last year.

TVs and Smartphones Score Highest in Manufacturing

The average NBCI score for manufacturing, which was surveyed in the first half of this year across 28 sectors and 93 brands, was 76.0, down 0.5 points from the previous year. Notably, the score declined again after falling last year, with no recovery. By sector, TVs and smartphones scored highest at 79 points. Air purifiers, kimchi refrigerators, washing machines, and dishwashers followed at 78 points. Air conditioners, cordless vacuum cleaners, clothes dryers, clothing care appliances, water purifiers, bottled water, and apartments each scored 77 points, indicating strong brand competitiveness.

Compared with the previous year, scores rose in two sectors, remained unchanged in nine, and fell in 17. Among the 93 manufacturing brands, Samsung Galaxy received the highest score, at 83 points. Jeju Samdasoo followed at 82 points, while LG TROMM (clothes dryers and washing machines), The North Face, and Cass each scored 81 points.

LG Tromm Ranks No. 1 in NBCI for Washing Machines

Fast Food and Bakeries Rank No. 1 in Services

The average NBCI score for services, surveyed in the second half of the year across 31 sectors and 114 brands, was 74.6, down 0.6 points from the previous year. Fast food and bakeries had the highest NBCI scores in services, at 79 points. Securities firms, general hospitals, and hotels scored 78 points. Banks, life insurers, non-life insurers, department stores, rental car companies, smart learning services, duty-free shops, and electronics retailers each scored 77 points.

Compared with the previous year, scores rose in nine of the 31 service sectors, remained unchanged in five, and fell in 17. Among the 114 service brands, LOTTERIA and Paris Baguette received the highest scores, at 81 points. Mirae Asset Securities, Samsung Securities, Samsung Fire & Marine Insurance, CJ Logistics, and The Shilla followed at 80 points.

Overall, the decline in NBCI scores across both manufacturing and services is attributed mainly to a rise in spending on essential goods amid economic stagnation caused by inflation, and to the failure of sectors and brands to effectively communicate their customer benefits and value. A Korea Productivity Center official said, "Companies will likely need to step up branding efforts to retain loyal customers and restore trust in their brands. It will be important to develop strategies to rebuild brand images and, amid an increasingly competitive business environment flooded with channels, content, and information, make efforts to raise awareness of their brands, communicate effectively, and engage with customers through feedback."

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