According to Kantar BrandZ’s 2023 report, the top 30 Southeast Asian Brands boast a combined value of $119,609 million. Singapore leads with the most brands, i including DBS, spanning sectors like financial services, telecommunications, and travel. Indonesia, however, holds the highest brand value (43%) with standout brands like BCA. Thailand and Malaysia each hold 10%, with The Philippines and Vietnam having a single brand each.
The analysis identifies three essential qualities for top brands across all sectors: being Meaningful, Different, and Salient.
– Meaningful: Building a deep emotional connection by consistently meeting consumer needs and resonating with their experiences.
– Different: Offer unique value propositions that set them apart from competitors.
– Salient: Remaining top of mind when consumers have to make a decision.
Focusing on these aspects will allow other brands in the region to perhaps achieve dominance and realise their global potential.