Malaysia's top 50 brands

1. Shopee

Shopee was No.6 last year in Malaysia's top 50 CX brand ranking and now surpasses Lazada and reaches the top spot. Consumers voted for the brand's awareness, purchase, quality, touchpoints, trustworthiness, and innovation. Shopee is also the brand that Malaysians are most likely to recommend to others. Overall, Shopee's scores beat out most other retailers and shopping sites. 

2. Uniqlo

Uniqlo has become the top apparel and accessories brand in Malaysia. It achieved 2nd place on the list with the best scores for buying experience, recommendation, trustworthiness, touchpoints and innovation in the apparel and accessories category, beating Adidas and Nike, two top 10 brands last year.

3. Lazada

Alibaba-owned Lazada finished 6th place overall across Southeast Asia but was ranked third in the Malaysian market, surpassed by its rival Shopee, which outperformed Lazada in Malaysia on all the scores. Overall, Lazada was second place (85%) in brand awareness. Lazada was only subsequent to Shopee among ecommerce brands in Malaysia for the scores of quality, trustworthiness, touchpoints and recommendation. 

4. Grab/Grabfood

The ride-hailing superapp scored the highest among all brands for last year’s CX list. However, it only took the 4th spot among the top 10 this year. In the transport and delivery segment, Grab lost the top spot in buying experience and customer service and stayed on top of the other scores. 

5. Watsons

The drugstore retailer is still the only personal care and beauty brand in Malaysia among the top 10. It benefited from its relatively high buying experience and customer service scores. In terms of touchpoints, Watsons reached third place, only next to Shopee and Lazada.  

6. Maybank

Maybank is the highest-ranked local brand in Malaysia and the only local brand in the top 10. Maybank scored pretty well in brand awareness and buying experience and remained strong in touchpoints and trustworthiness. Overall, it moved up two places among the top 10 brands this year. 

7. McDonald’s

The global fast-food giant finishes 7th overall in Malaysia, benefitting from higher awareness and purchase frequency scores. McDonald’s dropped two spots on this year’s Malaysia list as consumers were less impressed with the quality and customer service from the brand. 

8. Samsung

Samsung is the second newcomer to Malaysia's top 10 brands, just like Uniqlo. Its score in brand awareness is very impressive, only after Shopee and Lazada in Malaysia. Samsung’s scores in purchase frequency, recommendations and touchpoints also surpassed that of its rival, Apple, in the Malaysian market.

9. Apple
Apple underperformed in Malaysia compared to the overall Southeast Asia markets where it ranked third. However, it achieved higher scores in quality, buying experience and customer service, trustworthiness and innovation compared to its rival, Samsung, in Malaysia, though its brand awareness was slightly lower than Samsung and Panasonic in the electronics category.

10. Adidas

Sports apparel brand Adidas ranks into the Top 10 and enjoys a higher brand awareness across Southeast Asia than Uniqlo. The brand edged out its rival, Nike, in buying experience, recommendation, touchpoint, trustworthiness and innovation but was surpassed by Uniqlo in these scores. Nike still had higher scores in brand awareness and quality among these three apparel and  accessories brands.