According to the inaugural Kantar BrandZ Top 30 Southeast Asian Brands report, San Miguel Brewery’s Red Horse has earned its place among the most powerful brands in Southeast Asia. The Top 30 list encompasses brands from various categories such as alcoholic beverages, telecommunications, banks, technology, retailers, and travel services, covering countries like Vietnam, Thailand, Indonesia, Malaysia, the Philippines, and Singapore.
Financial Services and Telecom Providers jointly account for two-thirds of all the brands in the region, with Indonesia’s Bank Central Asia (BCA) emerging as the most powerful brand. The Telecom Providers category follows closely with nine brands making the list, followed by Retail and Travel Services.
Red Horse stands out as the sole Philippine brand to secure a spot in the top 30, solidifying its position as the leading beer brand in the Philippines.
One key attribute that sets Southeast Asian brands apart is their high Demand Power. These brands excel in creating strong connections with local consumers, leading to a higher predisposition to buy among consumers, as measured by Kantar BrandZ.
Katie McClintock, Managing Director for Southeast Asia at Kantar, applauds the region’s leading brands for their significant value contribution to their parent companies through effective consumer connections and adaptability to changing consumer needs. In such a dynamic and rapidly growing region, these brands showcase their agility and relevance. The potential for further growth is substantial if they can extend their local strengths into other Asian and even global markets.
In the Philippines, top brands have been successful in delivering their brand purpose effectively, cultivating deep trust and emotional bonds with consumers. Soumya Saklani, Managing Director for the Philippines at Kantar, highlights the importance of brands enabling positive change and enhancing the world in ways that resonate with consumers. Additionally, as the region emerges from the pandemic, new daily habits formed during that time are likely to persist, making it crucial for brands to seamlessly integrate into consumers’ daily lives. Furthermore, in the face of economic challenges and shrinking discretionary budgets, consumers will continue to value brands that can anticipate and fulfill their evolving needs.
Other trends from the Kantar BrandZ Top 30 Most Valuable Southeast Asian brands analysis include:
- Southeast Asia’s brands are the second most trusted in the world. The most deeply trusted brands grow with pace and consistency, especially in uncertain times. Indomie (No.15) leads the field in the Top 30, generating trust through offering familiar tastes that have been loved for generations.
- Relevance builds demand. The brands that consumers perceive as ‘fitting well into everyday life’ have almost double the Demand Power of their least relevant peers. Malaysia’s Grab platform (No.19) is seen as most relevant. The brand offers a comprehensive range of services that make it the go-to choice for daily needs – including GrabCar, GrabFood, and the GrabExpress courier service.
- Sustainability is a value driver. Consumers expect businesses to play a leading role in tackling environmental and social issues and helping them to make sustainable choices. Few brands in Southeast Asia are perceived as having outstanding sustainability credentials, meaning there is a strong first-mover advantage to be won.
Discover the exciting results of the inaugural Kantar BrandZ Top 30 Southeast Asian Brands ranking, along with its comprehensive report and in-depth analysis. Get access to the latest insights and trends by visiting http://www.kantar.com/campaigns/brandz/southeast-asia now!
