DBS, with a brand value of US$11.7 billion, sat at number two overall as Indonesia's Bank Central Asia (BCA) topped the list with a US$23.5 billion valuation.
Thailand and Malaysia account for 10 per cent each, with the Philippines and Vietnam, each represented by a single brand, a much smaller proportion of the total.Financial services and telecom providers contribute two-thirds of all the brands in the ranking, and 79 per cent of its value. Next is retail, with eight per cent of the total value, and travel services with six per cent.
In contrast to the strongest brands in most other markets surveyed, Kantar found out that the leading Southeast Asian brands generate almost all their business "at home", with only 20 per cent generated in international markets. This, Kantar said, highlights an opportunity for them to expand into new territories to build value.
"Our region's leading brands have good reason to celebrate. They contribute significant value to the companies behind them, by connecting with consumers and adapting to their changing needs. In such a fast-changing, diverse, and rapidly growing region, brands need to be agile – and the Top 30 are masters of remaining relevant.
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