Southeast Asia is flourishing economically, due to strong domestic demand, stable employment, recovery in tourism, and growing exports.
The total brand value of Southeast Asia’s top 30 most valuable brands has risen by 10% in the past year, with 19 brands growing their brand value in 2024.
Highlights from this B2C study, which covers Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, and the opinions of more than 98,000 people, about 1800 brands across 70 categories reveal:
• BCA is the most valuable Southeast Asian brand, soaring in value by 21% to $28bn
• BRI moves up into second place, increasing its brand value by 30%
• AIS (No.4; $8.8bn; +30%) and BRI are the top risers in the ranking
• Indonesia’s IM3 (No. 28) and BNI (No.30) join the Top 30
• Financial Services brands dominate, growing by 15% since 2023, while Telecom Providers’ value is 14% higher
• 93% of Southeast Asia’s Top 30 have potent levels of Meaningful Difference, and those which strengthened it grew in value at more than double the rate of their peers.
Infographic
This infographic showcases top-level findings from the ranking: the Top 10 Southeast Asian brands, market comparison and breakdown by category. The Top 30 come from a wide range of categories, spanning food, banking and beer, but Financial Services (+15%) and Telecom Providers (+14%) captured the most growth over the past year. These sectors lead the region’s digital transformation with the pursuit of new technologies to provide better and broader next-generation services. Financial brands account for 12 of the Top 30, and for 60% of its total value. Nine telecom providers account for 22% of the total value.
Video
Watch now to discover which names made the Top 30 Most Valuable Southeast Asian brand ranking! Kantar’s Blueprint for Brand Growth, designed to guide brands on engineering growth by building
Meaningful Difference, shows there are three key catalysts for brand value development. These are: predisposing more people to choose your brand, being more present where consumers make purchase decisions, and finding new space into which they can grow.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.
This inaugural regional report shines a spotlight on the most valuable brands in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. Combined, the top 30 most valuable brands in Southeast Asia have a total brand value of $119.6bn. Brands in seven diverse product and service categories feature in this inaugural Southeast Asia Top 30 ranking.
Highlights from this regional brand valuation study, which is based on the opinions of more than 98,000 respondents about 1,744 brands across 78 categories and 6 markets, reveals:
- Indonesian bank, BCA, is the most valuable Southeast Asian brand, worth $23.5bn
- Singaporean bank, DBS, takes second place with a brand value of $11.8bn
- Financial services brands BRI (No.3; $8.6bn) and UOB (No.4; $7.2bn) and telecoms brand AIS (No.5; $6.8bn) make up the top 5
- Indonesia contributes the most brand value, with eight brands – ranging from noodles to finance – accounting for 43% of the value in the Top 30, compared to Singapore’s 35%
- Thailand and Malaysia account for 10% each, with the Philippines and Vietnam, each represented by a single brand
- Southeast Asian brands currently generate most of their business at home, with around 20% generated in international markets, presenting an opportunity to expand into new territories in the future.
Download the Kantar BrandZ Most Valuable Southeast Asian Brands 2023 report
Download the Kantar BrandZ Most Valuable Southeast Asian Brands 2023 infographic