With more and more companies offering more products to more consumers, strong branding is one of the most valuable things a business can have. The right brand can easily be worth billions of dollars. In Indonesia, the top 50 brands in the country are worth $64.6 billion and the #1 brand in the country is worth a whopping $9.9 billion.
That is the assessment by Millward Brown, a leading global research agency, which just released its inaugural BrandZ Top 50 Most Valuable Indonesian Brands 2015. The ranking combines financial data with the perceptions of Indonesian consumers to create a comprehensive picture of which brands have the most power in the archipelago.
So what is Indonesia’s $9.9 billion brand? If you’re familiar with the country’s financial sector it might not come as a shock to you that Bank Central Asia aka BCA is the country’s most valuable brand. The others in the top 10 may not surprise you either, with banks and tobacco brands taking up most of the slots:
1 BCA (Bank Central Asia) – $9.918 billion
2 Bank Rakyat Indonesia (BRI) – $8.285 billion
3 Telkomsel – $6.373 billion
4 Mandiri – $6.153 billion
5 A Mild – $5.882 billion
6 Matahari – $2.145 billion
7 BNI (Bank Negara Indonesia) – $2.042 billion
8 Surya – $1.939 billion
9 Dji Sam Soe – $1.767 billion
10 Marlboro – $1.669 billion
(We were surprised Indomie didn’t make the top 10, but it did come in a very respectable #14.)
According to Millward Brown’s global ranking data, banks in Indonesia generally have stronger positions than banks in other similar countries like Brazil and China.
The combined value of Indonesia’s Top 50 brands $64.6 billion, which is close to that of the Top 50 Indian brands ($69.6 billion) but only one-seventh of the value held by China’s Top 50.
The BrandZ ranking report also includes some insights into the Indonesian consumer market. According to the report, Indonesian customers want to embrace modernity but also want products with a local connection to their culture. They also tend to give greater value to brands with a strong record of digital innovation and presence.
You can check out the full BrandZ Top 50 Most Valuable Indonesian Brands 2015 report right here.
