According to the inaugural Kantar BrandZ Top 30 Southeast Asian Brands report, Red Horse of San Miguel Brewery has earned its place among the most powerful brands in Southeast Asia. The Top 30 list includes brands from various categories such as alcoholic beverages, telecommunications, banks, technology, retailers, and travel services, covering countries such as Vietnam, Thailand, Indonesia, Malaysia, the Philippines, and Singapore.
Financial Services and Telecom Providers together accounting for two-thirds of all brands in the region, with Indonesia’s Bank Central Asia (BCA) emerging as the most powerful brand. The Telecom Providers category followed closely with nine brands making the list, followed by Retail and Travel Services.
Red Horse stands out as the only Philippine brand to earn a spot in the top 30, solidifying its position as the leading beer brand in the Philippines.
An important attribute that distinguishes Southeast Asian brands is their high Demand Power. These brands are very good at creating strong connections with local consumers, which leads to a higher predisposition to purchase among consumers, as measured by Kantar BrandZ.
Katie McClintock, Managing Director for Southeast Asia at Kantar, praised the leading brands in the region for their significant value contribution to their parent companies through effective connections with consumers and adaptability to changing consumer needs. In such a dynamic and fast-growing region, these brands demonstrate their agility and relevance. The potential for further growth is huge if they can expand their local strength to other markets in Asia and even the world.
In the Philippines, leading brands have succeeded in delivering their brand purpose effectively, developing deep trust and emotional bonds with consumers. Soumya Saklani, Kantar’s Managing Director for the Philippines, emphasizes the importance of brands that can positively change and improve the world in ways that appeal to consumers. In addition, as the region emerges from the pandemic, the new daily habits formed during that time are likely to continue, which is important for brands to seamlessly integrate into the daily lives of consumers. Additionally, 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 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.
Discover the exciting results of the inaugural Kantar BrandZ Top 30 Southeast Asian Brands ranking, along with a comprehensive report and in-depth analysis. Get access to the latest insights and trends by visiting http://www.kantar.com/campaigns/brandz/southeast-asia today!
