At US$12 Billion Petronas Brand Remains Malaysia’s Most Valuable

Malaysia's iconic Twin Towers are seen in the background of the Malaysian oil and gas company Petronas logo at a petrol station in Kuala Lumpur on August 13, 2014. Malaysian state energy firm Petronas is expected to announce its second quarter earnings later on August 13. AFP PHOTO / MANAN VATSYAYANA / AFP / MANAN VATSYAYANA

Petronas maintains in the top spot as Malaysia’s Most Valuable Brand by Brand Finance for the 11th consecutive year, with a brand value of US$12.0 billion – it is still the only brand to break the US$10 billion mark in Malaysia. Maybank retains 2nd position (brand value US$3.7 billion) followed by Genting (brand value US$3.1 billion) in 3rd.

All three continue to dominate as the nation’s top 3 brands once again this year, with a combined brand value of nearly US$19 billion, while the remaining 7 brands in the top 10 also maintained their positions in the ranking with a combined brand value of US$12 billion.

The brand value gap between first and second remains wide open at over US$8 billion, showcasing just how dominant the oil and gas giant is, even though Petronas saw a brand value decrease of 21% this year.

Valuation for brands measured by the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Alongside revenue forecasts, brand strength is a crucial driver of brand value. According to these criteria, Digi has reclaimed the title of Malaysia’s strongest brand from Petronas, with a Brand Strength Index (BSI) score of 87.3 out of 100 and a corresponding AAA brand strength rating. PETRONAS’s BSI score is 87.0 and Maybank follows just marginally behind with a BSI score of 86.8.

The top 10 account for 63% of the total brand value in the Brand Finance Malaysia 100 2021 ranking while the bottom 50 brands contribute only 7% of the total brand value, highlighting the significant effort required from brands outside the top 10 should they wish to contest the status quo across the nation.

Meanwhile the brand with the highest intangible value continues to be Padini with a brand value to enterprise value ratio of 61%, followed by Bonia at 43%, highlighting the role of brands in business success, especially in the retail sector.

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