In Kantar BrandZ Top 10 most valuable brands in Southeast Asia, Indonesia, Singapore, and Thailand dominate the list with no Malaysian companies anywhere to be seen, however, we do see Maxis being listed as number 13.
Coming up first is Indonesia’s Bank Central Asia (BCA) listed as the most valuable brand in Southeast Asia, worth $23.5bn, according to the inaugural Kantar BrandZ Top 30 Most Valuable Southeast Asian Brands report. The Top 30 – covering Vietnam, Thailand, Indonesia, Malaysia, the Philippines, and Singapore – have a combined total brand value of $119.6bn.
Together, Financial Services and Telecom Providers contribute two-thirds of all the brands in the ranking, and 79% of its value. BCA is one of 11 banks in the Top 30, and one of five in the Top 10, the rest include DBS, BRI, UOB, AIS, Mandiri, Telkomsel, Shopee, Marina Bay Sands and True.
Indonesia has eight brands in the Top 30 and contributes the greatest share of brand value at 43%. Singapore is home to 10 brands, the highest number among the six markets, which contribute 35% of the total value. Its most valuable brand is the highly purpose-driven bank DBS (No.2; $11.8bn), which focuses on responsible banking and creating social impact. It helps its customers to ‘Live more, bank less’ with a stress-free user experience.
Malaysia has six brands in the Top 30, which between them are responsible for 10% of the total value. At the top is telecom provider Maxis (No.13; $2.6bn), which positions itself as an innovator, and has expanded its 5G coverage as well as extending infrastructure to widen internet access. Thailand has three brands in the Top 30, also accounting for 10% of the value. Its leading brand, AIS (No.5; $6.8bn) is the highest ranking of the group and is Thailand’s largest GSM mobile phone
