San Miguel Brewery’s Red Horse ranked as the most powerful brand in Southeast Asia according to the inaugural Kantar BrandZ Top 30 Southeast Asian Brands report. The Top 30 – covering Vietnam, Thailand, Indonesia, Malaysia, the Philippines, and Singapore – includes brands from categories such as alcoholic beverages, telecommunications, banks, technology, retailers and travel services.
Together, Financial Services and Telecom Providers contributed two-thirds of all brands in the region with Indonesia’s Bank Central Asia (BCA) emerging as the most powerful brand. The next most represented category is Telecom Provider, with nine brands making the list followed by Retail and Travel Services.
Red Horse is the only Philippine brand to crack the top 30 list thus making it the top beer brand in the Philippines.
High power demand. By creating strong connections with local consumers, Southeast Asian brands have the highest Demand Power, compared to other Kantar BrandZ ranked markets. Demand Power is a Kantar BrandZ measure of a brand’s ability to drive consumers’ predisposition to buy.
Katie McClintock, Managing Director, Southeast Asia, Kantar, said, “The leading brands in our region have good reason to celebrate. They provide significant value to the companies behind them, by connecting with consumers and adapting to their changing needs. In such a fast-changing, diverse, and fast-growing region, brands need to be agile – and the Top 30 are the masters of staying relevant. There is great potential for significant further expansion if they can develop their local strengths in other markets in Asia and even around the world.
In the Philippines, Leading brands deliver the brand’s purpose effectively, resulting in an ingrained trust and emotional relationship with consumers.
Soumya Saklani, Managing Director, Philippines, Kantar, comments, “Besides the traditional trust built on years of proven expertise, it is more important for Philippine brands to be able to change and improve our world in ways that consumers care about. Moreover, as we emerge from the pandemic, the newly acquired daily habits are here to stay. Therefore, it is important for brands to fit into the daily life of today’s consumers. Finally, amid shrinking discretionary budgets in a challenging economic landscape, consumers will remain willing to pay for brands that can lead expectations and meet consumer needs.
Other trends from the Kantar BrandZ Top 30 Most Valuable Southeast Asian brands analysis include:
- Southeast Asian brands are the second most trusted in the world. The most trusted brands grow with speed and consistency, especially in uncertain times. Indomie (No.15) leads the field in the Top 30, creating trust by offering familiar flavors loved by generations.
- Relevance builds demand. Brands that consumers perceive as ‘very relevant to everyday life’ have almost double the Demand Power of their least relevant peers. in Malaysia Grab platform (No.19) is seen as the most relevant. The brand offers a comprehensive range of services that make it the choice for everyday needs – including GrabCar, GrabFood, and the GrabExpress courier service.
- Persistence is a value driver. Consumers expect businesses to play a leading role in addressing environmental and social issues and helping them make sustainable choices. Few Southeast Asian brands are seen as having outstanding sustainability credentials, meaning there is a strong first-mover advantage to be won.
The inaugural Kantar BrandZ Top 30 Southeast Asian Brands ranking, report and extensive analysis are now available at http://www.kantar.com/campaigns/brandz/southeast-asia