《Brand Finance:2023年东盟品牌价值300强报告(英文版)(90页).pdf》由会员分享,可在线阅读,更多相关《Brand Finance:2023年东盟品牌价值300强报告(英文版)(90页).pdf(90页珍藏版)》请在三个皮匠报告上搜索。
1、ASEAN3002023The annual report on the most valuable and strongest ASEAN brandsOctober 2023Brand Finance ASEAN 300 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 Alex Haigh,Managing Director,Brand Finance Asia PacificExecutive Summary8Ranking Analysis 9Sector Analys
2、is 19Brand Value Ranking35Sustainability 41Insights 44Brand Guardianship:The Importance of Leadership for ASEAN Brands45 Annie Brown,General Manager,Brand Finance Soft Power of ASEAN Nation Brands:How Does it Matter to Corporate Brands?47 Konrad Jagodzinski,Place Branding Director,Brand FinanceInsig
3、hts on Singapore:Nation Brand Plateaus as Neighbors Outpace Progress51 Alex Haigh,Managing Director,Brand Finance Asia Pacific How Brands can Bridge the Sustainability Gap:Stakeholders Perceptions vs Actual Sustainability Performance53 Robert Haigh,Strategy&Sustainability Director,Brand Finance Bran
4、d Spotlights 55UOB 56 Interview with Wee Ee Cheong,Deputy Chairman and Chief Executive OfficerSingtel 61 Interview with Lian Pek,Vice President of Strategic Communications and BrandGiti 64 Advancing Technology for Sustainable DevelopmentPETRONAS 66 Interview with Charlotte Wolff-Bye,Vice President&C
5、hief Sustainability OfficerRHB 72 Interview with Abdul Sani Abdul Murad,Group Chief Marketing OfficerTechcombank 76 Interview with Thai Minh Diem Tu,Chief Marketing OfficerMethodology80Our Services85Brand Finance ASEAN 300 3About Brand Finance.Brand Finance is the worlds leading brand valuation cons
6、ultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial v
7、alue of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market res
8、earch,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valu
9、ation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the
10、Marketing Accountability Standards Board.Get in T business enquiries,please contact:Alex HaighManaging Director,Asia PFor all other enquiries:+44 207 389 For media enquiries,please contact:Andrew EeCommunications Director,Asia PA Brand Value Report provides a complete breakdown of the assumptions,da
11、ta sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContents
12、CompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance ASEAN 300 5Brand Finance InstituteBrand Finance Institute is the
13、 educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for
14、marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.
15、Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications
16、 and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing co
17、mmunications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands
18、and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.V
19、I360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive
20、 year conducting the studyVisit or email enquiriesbrandfi Alex Haigh Managing Director,Brand Finance Asia PacificBrand Finance ASEAN 300 7Foreword.What makes a brand valuable?That is the question this study answers.A commitment to customers,cutting edge technology,new approaches to service delivery,
21、an understanding of market needs and the capability to take advantage of them are all root causes of why brands rise and fall in our rankings.Ultimately,however,it is not Brand Finance but customers and other stakeholders that decide how valuable a brand is.They do this by voting with their minds an
22、d feet to choose which brands are their favourites.With this in mind,Brand Finances brand valuation study starts with a deep review of what people think about brands.We study the views of over 100,000 respondents worldwide including over 25,000 in the Asia Pacific region covering brand awareness,con
23、sideration and many measures of brand reputation.This produces an understanding of a brand strength.Given that at Brand Finance,our reason for being is to“bridge the gap between marketing and finance”to help communicate the benefits of marketing and branding to financial teams the next step is to co
24、mbine this analysis of brand perceptions with financial analysis of the business the brand is used for.This enables us to define the brand value.By conducting these two phases together,we as brand managers are able to identify what are the root causes of brand value in order to guide brands position
25、ing,their promotional activities,their products,services and prices and their approach for all other manner of marketing tool.By valuing brands,we provide a mutually intelligible language for marketing and finance teams.Marketers then have the ability to communicate the significance of what they do,
26、and boards can use the information to chart a course that maximises profits.Without knowing the precise,financial value of an asset,how can you know if you are maximising your returns?If you are intending to license a brand,how can you know you are getting a fair price?If you are intending to sell,h
27、ow do you know what the right time is?How do you decide which brands to discontinue,whether to rebrand and how to arrange your brand architecture?How do you know how much to spend behind each brand?Brand Finance has conducted thousands of brand and branded business valuations to help answer these qu
28、estions.And answering them is particularly important in our region.Understanding the value that brands bring and maximising it will help bring growth,profitability and worldwide popularity.We hope you find this study and its associated analyses interesting,and that it enables you to explain and impr
29、ove the value of brands in businesses you are working in or advising.If you need any help in doing so,the team and I are here to continue the conversation with you.Brand Finance ASEAN 300 8ASEAN airlines soar on tailwinds of post-pandemic reconnectivity and landmark aviation pact with EU.+Almost all
30、 listed airlines brands get the green light through positive brand value growth;Singapore Airlines,airasia and Thai Airways fly above the rest+PETRONAS is the most valuable ASEAN brand at USD12.7 billion+BCA crowned strongest ASEAN brand+The Hour Glass(up 81%)speeds ahead to become ASEANs fastest gr
31、owing brandRanking Analysis.Brand Finance ASEAN 300 10Ranking Analysis.Most listed airlines brands get the green light through positive brand value growth;Singapore Airlines,airasia and Thai Airways fly above the rest Airlines brands in the Association of Southeast Asia Nations(ASEAN)region are post
32、ing upticks in brand values as they resume flight services and business operations with the easing of COVID-19 pandemic entry restrictions and scrapping of Chinas travel restrictions.The positive brand value sentiments were further elevated by 2022s ASEAN-EU Comprehensive Air Transport Agreement int
33、ended to provide opportunities for more passenger and cargo flights between the region and Europe a move which will further bolster flight services and operations.Collectively,all but three airlines brands in our rankings saw increases in brand values by at least 3%,with the fastest growing,Scoot,re
34、aching an impressive 32%.Singapore Airlines leads the fleet as the most valuable airlines brand(brand value up by 8%to USD2.2 billion),followed by airasia(brand value down by 7%to USD1.3 billion)and Thai Airways(brand value up by 3%to USD1 billion).Moving down the ranks,the following eight airlines
35、brands are:Vietnam Airlines(brand value up by 6%to USD376 million),Vietjet Air(brand value up 11%to USD362 million),Garuda Indonesia(brand value up by 17%to USD276 million),Philippine Airlines(brand value USD275 million),Scoot(brand value up 32%to USD254 million),Malaysia Airlines(brand value up by
36、5%to USD210 million),Cebu Pacific(brand value at USD194 million)and Citilink(brand value up by 11%to USD125 million).Since 2022,Singapore Airlines has focused on bringing seamless and personalised experiences to its passengers,as well as growing its business opportunities.Last year,the airlines bran
37、d unveiled its all-new flagship SilverKris and KrisFlyer Gold lounges at Singapores Changi Airport Terminal 3.Singapore Airlines also leverages technology to enhance its service standards,as seen with its Customer Insights Portal that uses an artificial intelligence(AI)modeling search feature.Lookin
38、g ahead,the airlines brand is keen to unlock new growth opportunities in India with its multi-hub strategy.Brand Finance ASEAN 300 11Ranking Analysis.In November 2022,it reached an agreement with Tata Sons to merge Air India and Vistara.This is expected to be completed by March 2024,subject to regul
39、atory approvals.Meanwhile,airasia resumed flights to 34 existing destinations alongside the introduction of five new routes in Malaysia,Indonesia and the Philippines.This year,the brand is set to boost flights between Malaysia and China as it expects forward sales to continue accelerating in the com
40、ing months,after seeing a significant rebound in demand for these flights.In November,its travel and lifestyle super app,airasia Super App,completed its expansion in the ASEAN region with the official launch of the platform in Indonesia.Furthermore,airasias logistics venture,Teleport,recorded an ave
41、rage of 34,000 daily e-Commerce deliveries with the addition of new customers on platforms such as Shopee Thailand and Lazada Philippines.Riding on its positive business outlook,Thai Airways embarked on several collaborations and events to promote local tourism.Last year,it entered into a trans-nati
42、onal agreement through its e-Visa On Arrival project to facilitate passenger processing from 17 nations.Together with PTT,Thai Airways signed a Memorandum of Understanding(MoU)to boost Thailands domestic economy and position the nation as a regional air cargo hub.In April 2022,Thai Airways organised
43、 a networking conference,“THAI Networking:Discover Brand New Sky”,to promote Thailands tourism.The conference was attended by key local and foreign travel agencies from Japan,South Korea and Australia.International tourist arrivals to the nation in 2022 totalled 11.153 million,up approximately 25 ti
44、mes from the previous year.Meanwhile,Vietnam Airlines and Vietjet Air have been focusing on collaborations and marketing initiatives.This year,Vietnam Airlines signed a codeshare agreement with Turkish Airlines seeking to provide passengers with more flight options.This partnership will enable both
45、brands to significantly expand flight networks and diversify their service products.Brand Finance ASEAN 300 12Ranking Analysis.Meanwhile,to be the best quality low-cost airlines brand in the region,Vietjet Air invested in marketing initiatives such as its“Fly with Pride”promotion in June 2023 with t
46、he aim of expanding its customer base by celebrating diversity,equity and inclusivity in the LGBTQ+community via discounted hospitality services.On the environmental,social and governance(ESG)front,airlines brands have also undertaken a variety of causes and partnerships.In July 2023,Garuda Indonesi
47、a conducted trials of aviation fuel with a biofuel mix on a Boeing 737-800NG aircrafts jet engine.This initiative is the brands first step in supporting Indonesias sustainable green economy and becoming the nations first commercial aviation company to trial renewable energy.Philippine Airlines joine
48、d the Priceless Planet Coalition,a reforestation project by Mastercard that aims to bring together consumers,corporations and government partners to act against climate change.The brand pledged to donate USD2 to the program for every flight ticket purchased during its campaign period in 2022.Cebu Pa
49、cific partnered with environmental consultant South Pole to achieve net-zero carbon emissions by 2050.Together,they will develop a roadmap to prioritise interventions for emission hotspots in Cebu Pacifics operations,building upon the airlines brands current decarbonisation strategy.Meanwhile,Jakart
50、a-headquartered Citilink collaborated with Special Olympics Indonesia to fly Paralympians for the 2022 National Special Olympics Week.Airlines brands in the region are also committed to operational initiatives such as ensuring safety standards and widening service scopes to meet travel demands.Scoot
51、 attained full International Air Transport Association(IATA)membership in 2022,testifying that the low-cost airlines brand had met the highest standards of aviation safety.With full IATA membership in hand,the brand now has more opportunities to share best practices and drive priorities within its i
52、ndustry.Malaysia Airlines continued with its network expansion strategy,having launched its new direct flights between Kuala Lumpur and Yogyakarta in November 2022.This brings its existing network within Indonesia to six cities.Brand Finance ASEAN 300 13Ranking Analysis.Top 10 Most Valuable ASEAN Br
53、andsg6+13%USD5.4 bng7+15%USD4.3 bnH8+6%USD4.1 bnH9USD4.0 bn-15%g10USD3.9 bn+1%z1-7%USD12.7 bnH3+2%USD8.9 bnz4USD6.6 bn+20%g5USD5.5 bn+13%g2+21%USD10.5 bn Brand Finance Plc 2023 PETRONAS is the most valuable ASEAN brand at USD12.7 billion In addition to being Malaysias most valuable and strongest bra
54、nd,PETRONAS is crowned the most valuable brand in the region this year.Despite its 7%brand value decrease to USD12.7 billion,the Oil&Gas brand was able to defend its impressive AAA brand strength rating.The decline in brand value was mainly due to the depreciation of the Malaysian Ringgit against th
55、e US Dollar,as well as the nations projected GDP growth rate of between 4%to 5%in 2023.In anticipation of the surge in demand for fuel and a global transition towards sustainable energy,PETRONAS rigorous efforts in diversification of its energy and business portfolio,digitalisation and strategic com
56、munications have not gone unnoticed.PETRONAS resolve in safeguarding its position as a leading global energy supplier is evident in its plans for energy diversification,such as a greater inclusion of renewable energy in its energy mix.Brand Finance ASEAN 300 14Ranking Analysis.In 2022,the brand was
57、recognised for its breakthroughs in Machine Learning(ML)and Analytics Intelligence based solutions,clinching several awards at the Malaysia Technology Excellence Awards.For example,PETRONAS Intelligent Substations(PETRONAS IS),a cloud-based solution to address plant reliability issues from electrica
58、l equipment failure,was implemented throughout its operating plant units groupwide and globally.The implementation of PETRONAS IS significantly improved electrical equipment reliability and overall equipment effectiveness.Lastly,in recognition of its excellence in strategic group communications,PETR
59、ONAS was awarded a Gold in Marketing Interactives PR Awards 2022 for the Best COVID-19 Related Campaign category.Titled“Tunggu Sekejap Campaign”,PETRONAS campaign ran amidst the implementation of Malaysias pandemic measures the Movement Control Order 2.0.The brands campaign was conceptualised to ins
60、pire Malaysians to soldier on during the difficult times of the pandemic.In 2022,the brand opened its subsidiarys PETRONAS Dagangan Bhd(PDB)first electric vehicle(EV)charging hub and seeks to broaden its EV charging network in Malaysia.In the middle of the year,PETRONAS also opened its clean energy
61、subsidiary,Gentari,to supply the nation with low-carbon,cost-competitive energy in a bid to encourage the use of clean energy in Malaysia.Gentari also envisions the expansion of its renewable energy capacity from 30 to 40 gigawatts by 2030 in Asia Pacific,with India and Australia as key markets for
62、its expansion.In 2023,PETRONAS acquired the Australian renewables firm,Wirsol Energy,that possesses solar farms and battery energy storage technologies.This collaboration will help PETRONAS advance its aim of harnessing renewable energy.To maintain its competitive edge,PETRONAS also invested heavily
63、 into digitalisation efforts to improve operational efficiency.Brand Finance ASEAN 300 15Top 10 Strongest ASEAN Brands92.9-1.1g1AAA+89.4+1.7z3AAA88.3+1.2H4AAA88.1-1.0g5AAA87.5+0.4g6AAA90.8+4.7g2AAA+87.4-r7AAA87.4+0.7z8AAA87.1+0.4H9AAA86.5+7.0g10AAARanking Analysis.Brand Finance Plc 2023 BCA crowned
64、strongest ASEAN brand BCA emerged as the regions strongest brand with an outstanding brand strength rating of AAA+,although its brand value decreased by 3%to USD2.9 billion.The Indonesian banking brand claimed the 18th spot in our rankings.BCAs decline in brand value was attributed to the depreciati
65、on of the Indonesian Rupiah against the US Dollar.In 2022,BCA made enormous gains,achieving a total loan growth of 11.7%year-on-year,driven by recovery in all its loan segments.BCA has been actively engaged in digitalisation initiatives,promotional campaigns as well as its commitment to sustainabili
66、ty.Being at the forefront of digitalisation in Indonesias banking industry,the brand has proven to be highly adaptable and innovative in initiating new digital solutions to enhance customer experience.In 2022,it introduced a new QR Cross Border feature on its flagship mobile banking application,BCA
67、Mobile,allowing customers to perform transactions overseas.Brand Finance ASEAN 300 16Ranking Analysis.Its digital service center Halo BCA also expanded its customer service platforms.BCA now allows customers to access Halo BCA via chat,email,social media and video banking services.BCAs determination
68、 in upgrading Halo BCAs services earned it the Grand Champion title in The Best Contact Center Indonesia Awards 2022 by Indonesia Contact Center Association.To heighten brand awareness among the public,BCA embarked on several promotional campaigns.It hosted the BCA Expo Hybrid 2022,which offered spe
69、cial mortgage interest rate programmes for customers.This exhibited the brands support of Indonesias efforts in promoting national economic recovery.Similarly,it also held a hybrid BCA Wealth Summit 2022,in efforts to raise publics awareness of financial management as well as introduce the brands va
70、rious financial investment products.BCA also remains undeterred in its commitment to achieving sustainability in its business operations as it attained several sustainability milestones.Its building,Wisma BCA Foresta,adopted a green building concept which won the Energy Efficient Building category i
71、n the New Building Subcategory at the 2022 Subroto Award for Energy Efficiency.Furthermore,this opened doors for the brand to represent Indonesia internationally at the ASEAN Energy Awards 2023.BCA also looks towards supporting the Indonesian community,donating IDR500 million in humanitarian aid to
72、Cianjur earthquake victims as part of its Corporate Social Responsibility Initiative“Bakti BCA”.Brand Finance ASEAN 300 17Ranking Analysis.Brand Value Change 2023-2022(%)81%69%53%52%49%49%48%48%47%47%-57%-55%-41%-40%-35%-33%-33%-32%-32%-29%Brand Finance Plc 2023The Hour Glass(up 81%)speeds ahead to
73、become ASEANs fastest growing brand The Hour Glass is the retail brand to watch for as the fastest growing brand in the region,charting an impressive brand value growth of 81%to USD148 million.The Singaporean brand also achieved a corresponding brand strength rating improvement from BBB to A.Coming
74、in 255th in our rankings,its performance was boosted by a significantly broadened public fascination with high-quality mechanical timepieces,coupled with months of pandemic measures that allowed consumers to splurge more disposable income on such items as alternatives to travel and tourism.Increased
75、 demand,particularly from Malaysia and Australia,from the recognition of value and supply limitations of such timepieces have also bolstered their appeal and consequently The Hour Glass brand performance.Brand Finance ASEAN 300 18Ranking Analysis.The Hour Glass prides itself as being the official re
76、tailer for a curated selection of watches from specialty houses and artisanal watch manufacturers such as Rolex,Patek Philippe and Audemars Piguet,to name a few.The brand has 50 boutiques in the core luxury retail precincts throughout Asia Pacific.Besides luxury watches,it is also involved in the re
77、tail of other luxury goods.For example,The Hour Glass collaborated with Ulysse Nardin to be the official retailer of Ulysse Nardins fascinating UFO table clock this July.The Hour Glass is the only retailer where the final release of this limited-edition timepiece in the champagne colorway can be pur
78、chased.This year,the brand celebrated the 15th anniversary of its joint venture,PMT The Hour Glass,at the Waldorf Astoria Hotel,where exclusive limited edition timepieces from Hublot,Ulysse Nardin,Girard-Perregaux,MB&F and Urwerk were on display.The joint venture began in 2008 to cultivate watch cul
79、ture in Thailand and expand its reach beyond Southeast Asia.Currently,PMT The Hour Glass has more than 15 boutiques throughout Thailand and Vietnam.The brand is also committed to do good by furthering research in neuromuscular diseases.This year,The Hour Glass announced its upcoming charity auction
80、Only Watch 2023,organised by Association Mongasque contre les Myopathies,to raise funds for research on Duchenne Muscular Dystrophy.The past nine editions of this event have raised nearly CHF100 million through the auction of one-off timepieces specially made for these events.The collection of watch
81、es on auction will start on a world tour,stopping over in Singapore,before returning for the auction in Geneva.Sector Analysis.Brand Finance ASEAN 300 20Sector Analysis.Top 5 Most Valuable ASEAN Banking Brandsg1+21%USD10.5 bng3+13%USD5.4 bng4USD4.3 bn+15%g5USD3.9 bn+1%g2+13%USD5.5 bn Brand Finance P
82、lc 2023 Banking ASEAN banking brands have made significant progress on their digital transformation journey.Notably,traditional banks that have invested in technology are well-prepared to compete with fintech disruptors.Banking brands in the region are at an advantage to connect global customers as
83、the demand for goods and services continue to be driven by the young population,rising middle class and rapid digitalisation in the region.Meanwhile,the lagged effect of interest rate hikes in 2022 is expected to be reflected in the modest deterioration in asset quality this year.Further rise in rat
84、es in banking markets across Indonesia,Malaysia,Philippines,Singapore and Thailand are expected to aggravate this impact.Most banking markets in the region expect slow economic growth as external headwinds mount,with only Thailand seeing faster expansion.Banking brands are the largest contributor to
85、 our rankings.The combined brand value from all 64 banking brands listed is USD76.1 billion,making up approximately 31%of the total value of all 300 brands listed in our rankings.The top 10 most valuable banking brands in the region are DBS,UOB,OCBC Bank,Bank Rakyat Indonesia(BRI),Maybank,Bank Mandi
86、ri,BCA,CIMB,BDO and KASIKORNBANK.DBS saw its brand value soar by 21%to USD10.5 billion,earning itself the accolade of ASEANs second most valuable brand as it maintained its impressive brand strength rating of AAA.Its improvement in brand value was largely due to its brand strength as well as strong
87、revenue forecasts.The brands global influence was attested to when it was named the Worlds Best Bank 2022 by Global Finance for its strategic investments in Asia Pacific as well as digitalisation initiatives.Brand Finance ASEAN 300 21Sector Analysis.In 2022,DBS increased its AI and ML use cases by s
88、even times to 260,allowing the brand to achieve about SGD150 million additional revenue in 2022 from these use cases alone.UOB posted a surge in brand value by 13%to USD5.5 billion,landing a spot at 5th place in our rankings as it retained its brand strength rating of AAA-.A positive business outloo
89、k,as well as its corresponding brand strength,contributed to its improvement in brand value as the brand sets its sights on growing its customer base in the region via digitalisation.In 2022,it expanded UOB Infinity,a digital banking platform supporting cash management transactions,digital payments
90、and trade tools,into eight markets.Furthermore,UOB won the title of the Best Digital Private Bank in Singapore at the Asiamoney Private Banking Awards 2023 a testament to its role in leading digital transformation among banking brands in the region.OCBC Bank generated an increase in brand value of 1
91、3%to USD5.4 billion,securing 6th place as it defended its brand strength rating of AAA-.The brands ability to leverage surging interest rates was an important contributor to its brand strength.It introduced digital solutions to cater to the needs of customers in 2022.For instance,it launched the Gro
92、up Wealth Platform in Singapore and Malaysia,allowing customers to receive unified investment views on a single platform.OCBC Bank is also highly committed to sustainability and achieved SGD44 billion in sustainable financing commitments in 2022.BRI saw its brand value climb by 15%to USD4.3 billion,
93、placing it at 7th position as the brand retained its brand strength rating of AAA.BRIs brand strength was an important contributor to the brands increase in brand value.The brand also saw an increase in year-on-year profits,assets,total loans and financing as it spearheaded digital initiatives to im
94、prove its customer service.For example,it enhanced the BRIs mobile application BRILink Mobile making it easier for BRILink Agents to serve customers and extending BRIs banking services to the public.By the end of 2022,over 627,000 BRILink Agents delivered services to customers across Indonesia,accum
95、ulating over IDR1.3 trillion in transaction value.Brand Finance ASEAN 300 22Sector Analysis.Maybanks brand value inched forward by 1%to USD3.9 billion,with the brand attaining 10th place as it maintained its brand strength rating of AAA.The increase in Maybanks brand value was motivated by better re
96、venue forecasts,as the brand accelerated its digital offerings.In 2022,Maybank pioneered Malaysias first digital home financing solution,Maybank Home2u,which saw approved loans of MYR1,145 million.The brand also cemented its leadership position in sustainability,as it became the first banking brand
97、in Malaysia and the region to establish its Scope 3 financed emissions baseline.This enabled Maybank to attain an AA rating in the MSCI ESG Ratings.Bank Mandiri witnessed a 7%growth in brand value to USD3.4 billion,as it claimed 14th place.However,it saw a dip in brand strength rating from AAA+to AA
98、A-.The Indonesian brand seeks to enhance customer experience by increasing the integration of its financial offerings.As such,it has teamed up with various brands such as Telkomsel,PT Garuda Indonesia and Indomart to foster an integrated financial ecosystem.Indonesian brand BCA saw its brand value f
99、all 3%to USD2.9 billion,as it placed 18th and retained a brand strength rating of AAA+.The brand aims to strengthen its wealth management system and client engagement solutions to bolster its offerings.For instance,BCA teamed up with Avaloq,a wealth management technology services provider,to improve
100、 back-office operations and front-office interfaces for its investment services.This collaboration is expected to improve back-office efficiency and user experience via a high degree of automation.CIMB charted a 7%growth in brand value to USD2.5 billion,placing 23rd overall as its brand strength rat
101、ing declined from AAA-to AA+.The Malaysian brand is highly invested in enhancing its customer service as it injected almost MYR900 million to enhance its digital platforms in 2022.This was greatly beneficial in improving availability rates while reducing downtime incidents for the brand.On the ESG f
102、ront,CIMB mobilised MYR27.8 billion in sustainable financing and launched the first-of-its-kind Sustainability-Linked Treasury Programme in Malaysia.BDO documented an impressive 49%surge in brand value to USD2.2 billion as it secured the 27th spot.Correspondingly,its brand strength rating improved f
103、rom AAA-to AAA.In its efforts to accelerate digitalisation transition,the Philippines brand joined forces with PLDT to implement Software-Defined Wide Area Networking and WiFi services for all its branches.This would help foster a more reliable,agile and inclusive banking experience for its customer
104、s.KASIKORNBANK saw an 8%increase in brand value to USD2.1 billion,ranking 29th place.It also retained its brand strength rating of AAA.Being at the forefront of digitalisation efforts,the Thai brand is seeking to improve financial inclusivity through digital initiatives.In 2022,it rolled out a bill
105、payment service for merchants(QRIS)in partnership with PT Bank Maspion Indonesia Tbk(a subsidiary of Bank Maspion).The QRIS aims to promote financial inclusion among retail customers and businesses while broadening the brands customer base and reputation by attracting more foreign users.Brand Financ
106、e ASEAN 300 23Sector Analysis.Top 5 Most Valuable ASEAN Engineering&Construction Brandsm1+20%USD2.7 bnm3+24%USD1.0 bnm4USD0.9 bn+11%m5USD0.8 bn+12%m2+3%USD1.0 bn Brand Finance Plc 2023Engineering&Construction ASEAN is home to the top four fastest growing national Engineering&Construction(E&C)markets
107、:the Philippines,Vietnam,Indonesia and Malaysia.Quick growth,largely seen in Malaysia,can be attributed to post-pandemic recovery as migration patterns start to normalise,resolving labour shortages caused by the pandemic.Similarly,sustained growth,observed in Philippines,Vietnam and Indonesia was ma
108、inly driven by strong population growth,rapid urbanisation and support from the private sector.Subsequently,the expansion of foreign trade,development of real estate and infrastructure sectors in emerging ASEAN economies,coupled with the attractiveness of relatively cheaper labour and land costs for
109、 production,have contributed significantly to large foreign investments in the region.E&C brands are the fifth largest contributor to our rankings with a combined brand value of USD10.4 billion.These brands account for approximately 4%of the total value of all brands listed.The top five most valuabl
110、e E&C brands in ASEAN are SCG,YTL,Sembcorp,ST Engineering and Keppel.With a leap in brand value of 20%to USD2.7 billion,SCG claimed the 21st place in our rankings and kept its brand strength rating of AA+.Its increase in brand value was mainly attributed to a higher BSI score,which contributed to a
111、corresponding increase in revenue.To maintain its leading position in the E&C sector,the Thai brand invests heavily in research and development(R&D).For instance,the brand funded the opening of The Open Innovation Centre,strategically located within Thammasat University Rangsit,to provide researcher
112、s with new ideas to collaborate with SCG.Additionally,this centre aims to increase overall industrial competency through more intensive R&D initiatives.Brand Finance ASEAN 300 24Sector Analysis.YTL recorded an increase in brand value of 3%to USD968 million,contributing to improved revenue.The Malays
113、ian brand also was able to retain its brand strength rating of AA-and placed 64th position.The increase in brand value was mainly due to better business prospects from the lifting of pandemic restrictions.As one of the biggest E&C brands,YTL heavily prioritises ESG initiatives to maintain the long-t
114、erm sustainability of its business model.In 2023,YTL released its new ECO range construction materials.These materials have been certified to contain lower embodied carbon,making them more environmentally friendly to manufacture and use.Sembcorp charted an increase in brand value of 24%to USD963 mil
115、lion,claiming the 65th spot.Similarly,the brand saw an improvement in its brand strength rating of AA-to AA.The improvement in brand value was mainly due to better BSI performance.As Singapores leading E&C brand,Sembcorp is heavily involved in ESG initiatives that correspond to Singapores targets fo
116、r its Green Plan initiative.For instance,the brand signed an MoU with Mitsubishi and Chiyoda to explore supply chain commercialisation of decarbonised hydrogen into Singapore.This MoU seeks to further develop the cost effectiveness of“SPHERA hydrogen”to meet Japans and Singapores carbon neutrality g
117、oals by 2050.Coming in at 68th place,ST Engineering posted an increase in brand value of 11%to USD921 million,in line with improved revenue forecasts.It was also able to retain its brand strength rating of AA.ST Engineerings brand value increase was mainly driven by a higher BSI score.To maintain it
118、s competitive edge,the brand constantly invests in R&D.For instance,the brand collaborated with the National University of Singapore(NUS),Nanyang Technological University(NTU),Singapore University of Design and Technology(SUTD)and A*Star to pioneer a new research collaboration model.The model seeks
119、to create a collaborative space for multi-disciplinary teams to engage in academia and practitioner engagements.This initiative aims to drive impactful translational research that meets constantly evolving market demands.Keppel recorded an increase in brand value of 12%to USD768 million largely prop
120、elled by better business outlook and BSI performance.The Singaporean brand also secured a spot in 82nd place and was able to maintain its brand strength rating of AA-.In 2023,Keppel collaborated with HSBC on climate mitigation.This collaboration seeks to meet rising demand for carbon emissions reduc
121、tions and more sustainable infrastructure in the Greater Bay Area and across Asia.To achieve this goal,both brands championed energy-as-a-service,coupled with sustainable financing solutions,to accelerate greening of the built environment,transportation and waste management.Brand Finance ASEAN 300 2
122、5Sector Analysis.Top 5 Most Valuable ASEAN Food Brandso1+6%USD3.0 bno3+19%USD0.9 bno4USD0.6 bn+5%o5USD0.5 bn-55%o2+40%USD1.5 bn Brand Finance Plc 2023Food Top brands within ASEANs food sector posted varying degrees of business performance in 2022.These could be mainly attributed to changes in consum
123、er preferences induced by the COVID-19 pandemic.For instance,products such as alcohol saw a decline in sales whereas tinned food and snacks witnessed drastic improvements.Meanwhile,the agri-food sector continues to contribute heavily to national GDPs in the region,with the most recent recorded contr
124、ibution amount reaching USD809 billion in 2021 across Indonesia,Malaysia,the Philippines,Thailand and Vietnam.Food brands are the fourth largest contributor to our rankings with a combined brand value of USD11.2 billion.They account for approximately 5%of the total value of all brands listed in our
125、rankings.The top five most valuable food brands in ASEAN are Vinamilk,Olam,Wilmar,Indomie and Bear Brand.Vinamilk charted an increase in brand value of 6%to USD3 billion and ranked 16th among all brands listed in our rankings.The brand Vietnams second most valuable also maintained its brand strength
126、 rating of AAA.Vinamilks brand performance was supported by its continuous efforts to seek new export opportunities and develop new sales channels,opening nearly 40 new stores in 2022.In 2023,Vinamilk collaborated with DSM,CHR Hansen,Beneo,Gnosis,AAK and Kanematsu.Through these collaborations,the br
127、and seeks to deliver superior formulations to the youths of Vietnam.For its efforts in providing pure,safe and nutritious milk,Vinamilk was awarded the Purity Award for its baby formula products by American non-profit organisation Clean Label Project.Olams brand value surged by 40%to USD1.5 billion,
128、contributing to a corresponding increase in its revenue.The Singaporean brand placed 43rd and defended its brand strength rating of A+.Brand Finance ASEAN 300 26Olams impressive brand performance was driven by the sale of a substantial minority stake in its subsidiary firm,Olam Agri,to the Saudi Agr
129、iculture and Livestock Investment Company(SALIC)for USD1.2 billion in 2022.This allowed the brand to be better poised to enter Middle Eastern markets,providing greater opportunities for the expansion of its business operations internationally.On the ESG front,Olam Agri this year renewed business com
130、mitments and reviewed its collaboration with American-based guitar manufacturer C.F.Martin&Co on an“Access to Medical Clinic for Indigenous Communities”project.Incepted in 2019,the project aims to bridge the communication gap faced by patients from indigenous communities when visiting the medical cl
131、inic in Pokola,Congo,for treatment.The project has since benefitted over 11,626 indigenous people.Singaporean brand Wilmar charted an increase in brand value of 19%to USD868 million,coming in 73rd position while retaining its brand strength rating of A+.Wilmars increase in brand value was mainly dri
132、ven by improved revenue forecasts and BSI performance.In 2023,to integrate sustainability into all aspects of its business operations,the brand obtained a USD200 million sustainability-linked trade finance facility from Standard Chartered.In June,Wilmar also announced a SGD6 million donation to The
133、Straits Times School Pocket Money Fund.These funds will go towards providing pocket money for students from low-income families in Singapore.With a 5%increase in brand value to USD576 million and dip in brand strength rating from AAA to AAA-,Indonesian brand Indomie secured a spot at 100th place.An
134、optimistic business outlook drove its brand performance.This year,Indomie reinforced awareness of its brand by celebrating its 50th anniversary delighting the brands fans at home and abroad through special promotions and events.To rejuvenate its image,Indomie collaborated with local and internationa
135、l brands to produce a wide range of Indomie-inspired merchandise including T-shirts,batik,handbags,custom-designed bikes and ceramic tableware.Bear Brand recorded a 55%drop in brand value to USD531 million.Despite this,the Philippines brand defended its brand strength rating of AAA-and claimed 104th
136、 position in our rankings.The brands decline in brand value corresponded with a lower BSI score,contributing to lower revenues.In 2023,the brands parent company Nestl secured extended rights as the exclusive manufacturer and distributor for Bear Brand sterilised milk to consumers in Cambodia.Meanwhi
137、le,in partnership with the Philippines Department of Education,the brand held its annual“Batang Matibay”Bear Brand awards,celebrating the determination and exemplary dedication of children who attend public school.It furnished each awardee with college scholarship grants,gift packs and cash prizes.S
138、ector Analysis.Brand Finance ASEAN 300 27Sector Analysis.Top 5 Most Valuable ASEAN Retail BrandsD1+8%USD1.7 bnD3+28%USD0.9 bnD4USD0.8 bn+16%D5USD0.6 bn-D2+14%USD1.0 bn Brand Finance Plc 2023RetailGrowth in the ASEAN retail sector has been characterised by each member nations unique domestic market s
139、ituation and policies,as well as post-pandemic recovery pace.For instance,in 2022,Malaysia saw retail sales increase due to local festivals such as Hari Raya and the easing of pandemic restrictions.However,these cooled in May in line with rising inflationary pressures.On the other hand,Singapore exp
140、erienced accelerated retail growth as sales levels consistently averaged higher than pre-pandemic levels.Lastly,Thailand was able to record positive retail growth in 2022 mainly due to the easing of tourist restrictions.Retail brands are the seventh largest contributor to our rankings,with a combine
141、d brand value of USD8.9 billion.These brands make up approximately 4%of the total value of all brands listed.The top five most valuable retail brands in ASEAN are Central Retail,FairPrice,HomePro,Big C and Puregold.Central Retail charted an 8%growth in brand value to USD1.7 billion,claiming the 38th
142、 spot in our rankings alongside a brand strength rating improvement from A+to AA-.The increase in brand value was attributed to its higher BSI score.The Thai brand continues to be one of the nations frontrunners in advocating sustainability.Brand Finance ASEAN 300 28In 2022,Central Retail rolled out
143、 its first green store at JingJai Market Chiang Mai “Tops Green”offering over 1,200 quality products from 13 local communities and 14 organic producers.This year,the brand reaffirmed its pledge to be Thailands first“Green&Sustainable Retail”and model organisation for sustainability.FairPrice saw its
144、 brand value climb by 14%to USD1 billion,placing it at 59th position.Its brand strength rating improved from AA+to AAA.FairPrices impressive brand performance was driven by its strong brand strength.The Singaporean brand partnered with Standard Chartered in 2022 to launch Trust Bank,offering attract
145、ive rewards and discounts on groceries and food items to customers.The initiative was timely in alleviating rising cost pressures of daily necessities in Singapore,attracting over 500,000 sign-ups in the first seven months of its launch.HomePros brand value soared by 28%to USD924 million as the bran
146、d placed 66th among ASEANs most valuable brands.Its growth corresponded with an improvement in its brand strength rating from AA to AA+.The increase in HomePros brand value was driven by an improvement in brand strength,as the Thai brand readily adapts to consumers changing shopping preferences.Home
147、Pro introduced online sales channels through its websites and applications such as HomePro Application,Home Service Application and HomeCard Application.It also opened official online stores on Lazada and Shopee,allowing customers to enjoy online shopping more conveniently.BigC saw its brand value g
148、row by 16%to USD781 million.Securing 80th place,BigCs brand performance was complemented by its retention of an AAA-brand strength rating.Its tenacious brand strength contributed significantly to its brand value as the Thai brand invested in promotional activities and focused on expanding internatio
149、nally.In 2022,BigC rolled out promotional campaigns offering discounts and giveaways,encouraging tourist spending as Thailand reopened its borders.Beyond its shores,the brand made a highly important acquisition of Kiwi Mart,which better positioned it for expansion in Cambodia.Puregold posted a brand
150、 value of USD623 million,attaining 92nd position.It achieved a brand strength rating of A alongside its brand performance.The Philippines brand is highly invested in raising environmental awareness throughout the nation.In 2022,Puregold implemented a“no-plastic use”policy on Mondays across its store
151、s in the National Capital Region.Customers have also been incentivised with cashbacks when they use eco-friendly bags with their purchases.These initiatives encouraged the reduction of excessive plastic use among customers.Sector Analysis.Brand Finance ASEAN 300 29Sector Analysis.Top 5 Most Valuable
152、 ASEAN Telecoms BrandsH1+2%USD8.9 bnH3-15%USD4.0 bnH4USD2.9 bn-6%H5USD2.7 bn-5%H2+6%USD4.1 bn Brand Finance Plc 2023Telecoms The telecoms sector is expected to grow across key markets in the region,with the largest telecoms services market Indonesia(valued at USD12.9 billion in 2022)forecasted to gr
153、ow at a compound annual growth rate(CAGR)of more than 1%from 2022 to 2027.5G is one of the critical priorities of telecoms brands in the region although its availability varies across markets.At present,Singapore and Indonesia are already innovating use cases for the public and for organisations.Mea
154、nwhile,40 of 63 provinces and cities in Vietnam have been covered with a 5G network since its pilot commercialisation in 2020.By 2028,5G is expected to become the leading technology in terms of subscriptions in the region with a penetration rate of 48%.Telecoms brands are the second largest contribu
155、tor to our rankings,with a combined brand value of USD38.8 billion.They represent approximately 16%of the total value of all brands listed.The top 10 most valuable telecoms brands in the region are Viettel,Singtel,Telekom Indonesia,AIS,VNPT,PLDT,Globe Telecom,TRUE,Maxis and TM.Viettel recorded an in
156、crease in brand value of 2%to USD8.9 billion,ranking 3rd among the most valuable brands in the region while retaining its brand strength rating of AAA.Its impressive brand performance contributed to the brands improvement in financial performance where it reported a year-on-year revenue growth by 23
157、.4%to VND23,700 billion in 2022.Viettel continues to be Vietnams leading telecoms brand as it was the only Vietnamese brand to be invited to MWC Barcelona 2023,the worlds largest mobile-related exhibition.Brand Finance ASEAN 300 30Sector Analysis.It showcased its impressive 5G digital capabilities c
158、omprising of advanced wireless technologies and digital financial systems,which generated buzz among international participants of the event.Singtel charted a rise in brand value by 6%to USD4.1 billion,placing 8th position while maintaining its brand strength rating of AAA.Its brand performance was
159、driven by its strong brand strength as the Singaporean brand won numerous accolades in 2022 for its business excellence.For instance,it was named Singapores Fastest 5G Mobile Network 2022 by Ooklas Speedtest Awards.The brand continues to advance its technological capabilities,notably in recent times
160、 through a partnership with SK Telecom,Deutsche Telekom and e&to form the Global Telco AI Alliance.This partnership will further propel the AI transformation of existing telecoms brands and develop new AI-powered business models to drive brand growth for the sector.Telekom Indonesia saw a drop in br
161、and value by 15%to USD4 billion,in line with a dip in brand strength rating from AAA to AAA-.Nonetheless,the brand claimed a spot among the top 10 most valuable brands in the region at 9th place.The decline in its brand value corresponded with a decline in brand strength as well as depreciation of t
162、he Indonesian Rupiah against the US Dollar.The brand continues to be one of Indonesias leading brands in sustainability,as it earned an A rating in the MSCI ESG Ratings.Furthermore,in 2022,Telekom Indonesia launched the Electronic Device Donation for Education(Eduvice)assistance program to heighten
163、public awareness of climate change mitigation.Employees were encouraged to donate their electronic waste(e-waste)into electronic boxes provided for collection and repurposing into other materials.AIS witnessed a decline in brand value by 6%to USD2.9 billion,coming in 17th position as it also saw its
164、 brand strength rating fall from AAA to AAA-.The drop in brand value was due to the deterioration in brand strength as well as depreciation of the Thai Baht against the US Dollar.The Thai brand continues to beef up its commitment to customer experience.Brand Finance ASEAN 300 31Sector Analysis.In 20
165、23,AIS teamed up with Netflix to offer a new home internet service,the“Netflix Lover”package,allowing customers to enjoy home broadbands that provide digital home entertainment content via Netflixs content offerings.VNPT experienced a dip in brand value of 5%to USD2.7 billion,claiming 20th spot as i
166、t retained a brand strength rating of AA+.The decline in brand value was driven by reduced brand strength as well as depreciation of the Vietnamese Dong against the US Dollar.The Vietnamese brand raised its international appeal as three products VNPT DNS Protection,VNPT BioID and vnFace scored award
167、s at the Cybersecurity Excellence Awards 2023 for their cutting-edge technology and innovation.Similarly,VNPTs AI-powered biometric product,VNPT FaceID,impressed international participants at the Asia Tech X Singapore 2023 exhibition.PLDT saw its brand value climb 2%to USD2.6 billion,securing 22nd p
168、lace as its brand strength rating declined from AAA to AA+.The Philippines brand actively employs innovation to enhance its customer service.For example,it expanded an existing collaboration with CSG on customer-focused technology solutions.The collaboration aims to build a more cohesive and connect
169、ed billing experience,in a bid to strengthen brand loyalty among customers.These new capabilities are also targeted at fostering seamless customer experiences,which will boost customer satisfaction in turn.Globe Telecom recorded a decrease in brand value of 2%to USD2 billion,ranking 31st overall as
170、it retained an impressive brand strength rating of AAA.The Philippines brand has proven to be a leader in national digitalisation efforts with a widening of its 5G network coverage,effectively meeting the digital needs of domestic and international customers.In 2022,it brought 5G connectivity to 70
171、cities and towns across the Philippines,connecting over 3.9 million devices to its 5G network.In the following year,it teamed up with international telecoms brands such as T-Mobile and Digi Telecommunications,bringing its unique 5G services to 11 new countries and territories.Brand Finance ASEAN 300
172、 32TRUE saw its brand value grow 14%to USD1.6 billion,placing 39th.Similarly,its brand strength rating improved from AAA-to AAA.The Thai brand has been embarking on 5G technology promotional campaigns to heighten brand awareness among its consumers.In 2023,TRUE partnered with various brands such as
173、McDonalds,Sephora and PUBG to launch a campaign for its UP2U internet package.TRUEs expertise in 5G network coverage was attested to when it was named the sole official communication partner of the 2022 APEC Meeting in Thailand.Maxis brand value fell 17%to USD1.2 billion as the brand claimed 54th sp
174、ot.Its brand strength rating declined correspondingly from AAA-to AA+.The Malaysian brand sets its sights on expanding its network coverage to meet the rising data needs of consumers.In 2023,it opened two regional internet hubs in Kuching and Kota Kinabalu,allowing customers to enjoy faster internet
175、 speeds and wider coverage.These hubs are highly important in improving customer internet experience and catering to the high data volume needs of customers.TM recorded a 6%dip in brand value to USD1 billion,ranking 60th while retaining a brand strength rating of AAA-.As part of its social initiativ
176、es to encourage greater digital inclusivity in Malaysia,the brand rolled out the Pakej Perpaduan Jalur Lebar Tetap(Fixed Internet Broadband)Program,aiming to bridge the digital divide among underprivileged communities.This initiative empowers marginalised communities with access to basic internet fa
177、cilities,providing opportunities for them to run online businesses and improve their quality of life.Sector Analysis.Brand Finance ASEAN 300 33Sector Analysis.Top 5 Most Valuable ASEAN Logistics Brandsw1-9%USD0.9 bnw3-17%USD0.3 bnw4USD0.3 bn+6%w5USD0.3 bn-5%w2+2%USD0.7 bn Brand Finance Plc 2023Logis
178、tics The growth in ASEANs logistics sector reflects the regions favourable macroeconomic conditions,with its markets anticipated to register a CAGR of more than 6.9%over a forecast period of 2022 to 2027.The logistics sector has become more complex and vital in horizontal and vertical integration,es
179、pecially with the regions international standing as a major trading and economic hub.The sectors outlook remains positive due to offshoring and nearshoring strategies,relaxation of Chinas COVID-19 restrictions and easing of global supply chain challenges.Logistics brands are the fifteenth largest co
180、ntributor to our rankings,with a combined brand value of USD3.4 billion.They constitute approximately 1%of the total value of all brands listed.The top five most valuable logistics brands in the region are ComfortDelGro,PSA,MISC,Singapore Post and Kereta Api.ComfortDelGro saw a drop in brand value b
181、y 9%to USD898 million,placing 71st position and retaining a brand strength rating of AA.The dip in brand value resulted from a decline in its brand strength.ComfortDelGro is actively making inroads by expanding its operations overseas to heighten brand awareness.Its subsidiary,ComfortDelGro Transit,
182、partnered with RATP Dev and Alstom,winning a tender to operate rail services in Paris,France.Brand Finance ASEAN 300 34This marks ComfortDelGro as the first Singaporean brand to venture into Frances rail operations.Similarly in Australia,its subsidiary,CDC NSW,was awarded an outer metropolitan bus c
183、ontract in New South Wales worth over AUD200 million.PSA recorded a growth in brand value by 2%to USD665 million,placing a spot at 88th place as its brand strength rating fell from AA-to A+.While the improvement in brand value was propelled by its business outlook,the Singaporean brands declining br
184、and strength capped the growth of its brand value.To rejuvenate its brand,PSA incorporated digital solutions into its operations.It launched the OptETruck in 2023,a proprietary cloud-based transport management solution utilising AI.This will facilitate smarter trip planning and eliminate operational
185、 inefficiencies,reducing the brands overall carbon footprint and operational costs.MISCs brand value fell by 17%to USD343 million,ranking 146th position while retaining a brand strength rating of A.The brands reduced Brand Strength Index(BSI)score as well as external factors,such as a higher discoun
186、t rate and a lower long term growth rate,contributed to its drop in brand value.MISC actively seeks to refresh the brand by launching new initiatives.In 2023,it unveiled the worlds first Newbuild Floating Production Storage&Offloading(NBFPSO)Unit,which leverages innovative mega-module topsides that
187、minimise interfaces and improves system navigation.Furthermore,MISC won the Silver Award at The Edge Malaysia ESG Awards 2022,recognising the brands commitment to adhering to ESG standards.Singapore Post saw a rise in brand value by 6%to USD289 million.It placed 168th place in our rankings,attribute
188、d to positive business outlook.However,the deterioration of its brand strength rating from AA+to AA diminished the growth of its brand value.Singapore Post continues its efforts to strengthen its brand image.Its outstanding brand performance bagged the Singapore Corporate Governance Diversity Award
189、2022 at the SIAS Investors Choice Awards.Furthermore,to cater to the flourishing eCommerce industry and its consumers,Singapore Post introduced POPStop in 2023,allowing customers to conveniently access postal services throughout the country.Kereta Api charted a decline in brand value by 5%to USD264
190、million,securing 180th position in our rankings while its brand strength rating improved from AA+to AAA-.Its brand value decrease was mainly due to the depreciation of the Indonesian Rupiah against the US Dollar.Kereta Apis brand value dip also contributed to the brands weaker financial performance.
191、The Indonesian brand rolled out promotional campaigns to encourage public use of its train services during the Eid holiday period.For instance,the brand launched a“Trip&Win”lucky draw campaign where commuters stood a chance to win a hotel staycation upon purchasing a minimum of 12 Argo Cheribon,Tega
192、l Bahari,Gumarang or Matarmaja train tickets.Sector Analysis.Brand Finance ASEAN 300 35Brand Value Ranking(USDm).Top 300 most valuable ASEAN brands 1-502023 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating1PETRONASMalaysiaOil&Gas12,712-6.5%13
193、,596AAAAAA2DBSSingaporeBanking10,509+21.2%8,674AAAAAA3ViettelVietnamTelecoms8,902+1.6%8,758AAAAAA4PTTThailandOil&Gas6,615+19.8%5,524AAAAAA5UOBSingaporeBanking5,540+12.6%4,920AAA-AAA-6OCBC BankSingaporeBanking5,412+12.9%4,795AAA-AAA-7BRIIndonesiaBanking4,258+15.1%3,698AAAAAA8SingtelSingaporeTelecoms4
194、,097+5.5%3,882AAAAAA9Telkom IndonesiaIndonesiaTelecoms4,008-14.5%4,691AAA-AAA10MaybankMalaysiaBanking3,946+1.1%3,903AAAAAA11PertaminaIndonesiaOil&Gas3,691+26.6%2,914AAA-AAA12GentingMalaysiaLeisure&Tourism3,623-19.4%4,493AAA-AAA13Great EasternSingaporeInsurance3,403+10.0%3,093AAA-AAA-14Bank MandiriIn
195、donesiaBanking3,375+7.3%3,146AAA-AAA+15SampoernaIndonesiaTobacco3,092+8.3%2,854AA-AA-16VinamilkVietnamFood2,991+6.3%2,814AAAAAA17AISThailandTelecoms2,944-6.0%3,130AAA-AAA18BCAIndonesiaBanking2,881-2.8%2,965AAA+AAA+19Gudang GaramIndonesiaTobacco2,783-3.1%2,871A+A+20VNPTVietnamTelecoms2,708-5.3%2,858A
196、A+AA+21SCGThailandEngineering&Construction2,660+19.9%2,219AA+AA+22PLDTPhilippinesTelecoms2,566+1.9%2,518AA+AAA23CIMBMalaysiaBanking2,492+6.8%2,333AA+AAA-24A MildIndonesiaTobacco2,374-4.8%2,492AAA-AAA25Ruang KhaoThailandSpirits2,232+27.4%1,752AA-A+26Singapore AirlinesSingaporeAirlines2,223+7.7%2,065A
197、A+AA+27BDOPhilippinesBanking2,158+48.6%1,453AAAAAA-28Sime DarbyMalaysiaConglomerates2,103-3.4%2,177AAAA29KASIKORNBANKThailandBanking2,069+7.9%1,917AAAAAA30Siam Commercial BankThailandBanking2,067-2.9%2,128AAA-AAA31Globe TelecomPhilippinesTelecoms2,028-2.2%2,075AAAAAA32VietcombankVietnamBanking1,917+
198、42.7%1,344AAA+AAA33Tenaga NasionalMalaysiaUtilities1,853-17.2%2,238AAA-AAA-34Public BankMalaysiaBanking1,812-4.9%1,905AAAAAA35VinhomesVietnamReal Estate1,743-26.9%2,383AAA-AA+36PLNIndonesiaUtilities1,732+16.0%1,493AAA-AAA-37Krungthai BankThailandBanking1,688+11.7%1,511AAA-AAA-38Central RetailThailan
199、dRetail1,662+8.4%1,534AA-A+39TRUEThailandTelecoms1,631+14.3%1,427AAAAAA-40Indorama VenturesThailandChemicals1,590+23.2%1,291AA-A+41JollibeePhilippinesRestaurants1,553+52.9%1,016AA-AA-42BNIIndonesiaBanking1,532-7.5%1,657AAA-AAA43OlamSingaporeFood1,484+40.5%1,056A+A+44AgribankVietnamBanking1,436+1.7%1
200、,412AAAA+45Bank for Investment and Development of Vietnam(BIDV)VietnamBanking1,404+69.0%831AAA-AA+46TechcombankVietnamBanking1,386+46.7%945AAA-AA+47PetrovietnamVietnamOil&Gas1,382+6.6%1,296AA-AA48airasiaMalaysiaAirlines1,343-7.0%1,444AAA-AAA-49Bangkok BankThailandBanking1,311-3.6%1,360AAAAA-50Vietin
201、BankVietnamBanking1,302+22.4%1,064AAA-AAA-Brand Finance ASEAN 300 36Brand Value Ranking.Top 300 most valuable ASEAN brands 51-1002023 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating51VPBankVietnamBanking1,277+46.6%871AA+AA52NTUC IncomeSingap
202、oreInsurance1,260+16.7%1,080AAA-AAA-53Bank of the Philippine IslandsPhilippinesBanking1,253+7.7%1,164AAA-AAA54MaxisMalaysiaTelecoms1,223-17.0%1,474AA+AAA-55SPCSingaporeOil&Gas1,181+0.4%1,177AA-AA-56KrungsriThailandBanking1,142-19.3%1,415AAAA+57TigerSingaporeBeers1,133+5.9%1,070AAAA+58MetrobankPhilip
203、pinesBanking1,133+3.8%1,091AA+AA+59FairPriceSingaporeRetail1,034+13.8%908AAAAA+60TMMalaysiaTelecoms1,019-5.8%1,083AAA-AAA-61RHBMalaysiaBanking991+2.7%966AA+AA+62Thai AirwaysThailandAirlines991+3.4%959AAAA+63Saigon BeerVietnamBeers985-AA-64YTLMalaysiaEngineering&Construction968+3.3%937AA-AA-65Sembcor
204、pSingaporeEngineering&Construction963+24.4%774AAAA-66HomeProThailandRetail924+27.9%723AA+AA67BIGOSingaporeMedia922+15.9%796A+A-68ST EngineeringSingaporeEngineering&Construction921+11.3%827AAAA69StarHubSingaporeTelecoms909-11.6%1,028AAA-AAA70MerlacoPhilippinesUtilities900+35.4%664AA+AA-71ComfortDelGr
205、oSingaporeLogistics898-8.7%983AAAA72Dji Sam SoeIndonesiaTobacco888+7.8%824A+A+73WilmarSingaporeFood868+18.5%733A+A+74GojekIndonesiaMobility854-AA+-75IM3IndonesiaTelecoms826-3.0%852AA+AA+76MB BankVietnamBanking803+25.1%642AAAAAA77VinaphoneVietnamTelecoms791-8.0%859AA+AA+78MobifoneVietnamTelecoms783+1
206、8.5%661AA+AA+79Bangkok Dusit Medical ServicesThailandHealthcare Facilities782+19.2%656AA+AA80Big CThailandRetail781+15.8%675AAA-AAA-81GitiSingaporeTyres774+0.3%772AA-AA-82KeppelSingaporeEngineering&Construction768+11.5%689AA-AA-83Hong Leong FinancialMalaysiaBanking758+4.8%724AA+AA+84DigiMalaysiaTele
207、coms754-13.9%876AAA-AA+85TTBThailandBanking703+28.3%548AA-A+86PetronPhilippinesOil&Gas689-AA-87IOIMalaysiaConglomerates677-3.2%699A+A+88PSASingaporeLogistics665+2.4%649A+AA-89Fraser and NeaveSingaporeSoft Drinks662+20.0%551AA+AA90AxiataMalaysiaTelecoms640-4.7%671AA-AA-91Changi AirportSingaporeAirpor
208、ts623+3.4%603AAAAAA-92PuregoldPhilippinesRetail623-A-93Hoa PhatVietnamEngineering&Construction620-12.5%709AA+AAA-94Bao VietVietnamInsurance614-16.0%731AAA-AAA-95CelcomMalaysiaTelecoms600-16.5%719AA+AAA-96ChangThailandBeers596+8.3%550AA+A+97FPTVietnamTech595+52.4%390AAAA+98PetrolimexVietnamOil&Gas590
209、-552AAA+99ACBVietnamBanking580+29.9%447AAA-AA+100IndomieIndonesiaFood576+5.2%547AAA-AAABrand Finance ASEAN 300 37Brand Value Ranking.Top 300 most valuable ASEAN brands RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating101CapitaLand
210、InvestmentSingaporeReal Estate102UnionBankPhilippinesBanking103Jardine Cycle&CarriageSingaporeAutomobiles104Bear BrandPhilippinesFood105XLIndonesiaTelecoms106MapletreeSingaporeReal Estate107SGXSingaporeExchanges108333VietnamBeers109Sm PrimePhilippinesReal Estate110SunwayMalaysiaConglomerates111Bank
211、Syariah IndonesiaIndonesiaBanking112JTCSingaporeEngineering&Construction113dtacThailandTelecoms114CarabaoThailandSoft Drinks115BimoliIndonesiaFood116BerjayaMalaysiaConglomerates117Astra InternationalIndonesiaAutomobiles118AmBankMalaysiaBanking119U MildIndonesiaTobacco120SIGIndonesiaEngineering&Const
212、ruction121Frasers PropertySingaporeReal Estate122PNJVietnamRetail123IndomilkIndonesiaFood124TPBankVietnamBanking125Hong ThongThailandSpirits126SGMIndonesiaFood127BangchakThailandOil&Gas128GamudaMalaysiaEngineering&Construction129M1SingaporeTelecoms130Batu KawanMalaysiaChemicals131AstroMalaysiaMedia1
213、32Dien may XANHVietnamRetail133Berjaya LandMalaysiaHotels134SacombankVietnamBanking135Bank RakyatMalaysiaBanking136Vietnam AirlinesVietnamAirlines137Central PattanaThailandReal Estate138City Developments Limited(CDL)SingaporeReal Estate139Indah Kiat Pulp&PaperIndonesiaEngineering&Construction140Shen
214、g SiongSingaporeRetail141Vietjet AirVietnamAirlines142CIMB NiagaIndonesiaBanking143GuocolandSingaporeReal Estate144ParkwaySingaporeHealthcare Facilities145UOLSingaporeReal Estate146MISCMalaysiaLogistics147KLKMalaysiaFood148WinMartVietnamRetail149Security BankPhilippinesBanking150Blend 285ThailandSpi
215、ritsBrand Finance ASEAN 300 38Brand Value Ranking.Top 300 most valuable ASEAN brands RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating151Felda Global VenturesMalaysiaFood152U MobileMalaysiaTelecoms153Medco EnergiIndonesiaOil&Gas154
216、IndofoodIndonesiaFood155PGNIndonesiaUtilities156Hong Leong AsiaSingaporeEngineering&Construction157GrabSingaporeMobility158Bach hoa XANHVietnamRetail159SPRCThailandOil&Gas160EnergenIndonesiaFood161MAMAThailandFood162Hap SengMalaysiaConglomerates163HDBankVietnamBanking164Top GloveMalaysiaChemicals165
217、Ayala LandPhilippinesReal Estate166SATSSingaporeCommercial Services167Bank DanamonIndonesiaBanking168Singapore PostSingaporeLogistics169Millennium Hotels and ResortsSingaporeHotels170Pan PacificSingaporeHotels171Converge ICTPhilippinesTech172China BankPhilippinesBanking173Garuda IndonesiaIndonesiaAi
218、rlines174Saigon Hanoi Bank(SHB)VietnamBanking175Philippine AirlinesPhilippinesAirlines176Bank BTNIndonesiaBanking177KopitiamSingaporeRetail178IJMMalaysiaEngineering&Construction179Muangthai CapitalThailandBanking180Kereta ApiIndonesiaLogistics181Bank IslamMalaysiaBanking182DohomeThailandRVietnamReta
219、il184SP GroupSingaporeUtilities185ScootSingaporeAirlines186Dutch LadyMalaysiaFood187RomaIndonesiaFood188LPBankVietnamBanking189RCBCPhilippinesBanking190HABECOVietnamBeers191SetiaMalaysiaReal Estate192Alliance BankMalaysiaBanking193JASThailandTelecoms194Vinh HoanVietnamFood195ScientexMalaysiaChemical
220、s196B.GRIMMThailandUtilities197Philippine National BankPhilippinesBanking198Jasa MargaIndonesiaLogistics199PTG EnergyThailandOil&Gas200Centara Grand ThailandHotelsBrand Finance ASEAN 300 39Brand Value Ranking.Top 300 most valuable ASEAN brands RankBrandCountrySector2023 Brand ValueBrand
221、Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating201MPTMyanmarTelecoms202WikaIndonesiaEngineering&Construction203NovalandVietnamReal Estate204100 PlusThailandSoft Drinks205AlfamartIndonesiaRetail206AKR CorporindoIndonesiaLogistics207Hana Microelectronics GroupThailandTech208Malaysia Air
222、linesMalaysiaAirlines209Affin BankMalaysiaBanking210Panin BankIndonesiaBanking211TIME dotComMalaysiaTelecoms212VentureSingaporeTech213Nam NguVietnamFood214EcoWorldMalaysiaReal Estate215SupalaiThailandReal Estate216IndocementIndonesiaEngineering&Construction217BTPNIndonesiaBanking218KopikoIndonesiaFo
223、od219ProtonMalaysiaAutomobiles220PP Construction&InvestmentIndonesiaEngineering&Construction221Bangkok Life AssuranceThailandInsurance222SMRTSingaporeLogistics223Cebu PacificPhilippinesAirlines224MK RestaurantsThailandRestaurants225PadiniMalaysiaRetail226Energy AbsoluteThailandUtilities227Nam LongVi
224、etnamReal Estate228UOB Kay HianSingaporeBanking229Bank MegaIndonesiaBanking230VIBVietnamBanking231East West BankPhilippinesBanking232Bayan ResourcesIndonesiaMining,Metals&Minerals233EtiqaMalaysiaInsurance234BousteadMalaysiaConglomerates235RATCHThailandUtilities236AdaroIndonesiaMining,Metals&Minerals
225、237BanpuThailandMining,Metals&Minerals238SBS TransitSingaporeLogistics239VinpearlVietnamHotels240Takaful MalaysiaMalaysiaInsurance241Bank OCBC NISPIndonesiaBanking242MatahariIndonesiaRetail243Bank bjbIndonesiaBanking244Chandra AsriIndonesiaChemicals245BintangIndonesiaBeers246ChowkingPhilippinesResta
226、urants247Bangkok AirportThailandAirports248Raffles MedicalSingaporeHealthcare Facilities249MSBVietnamBanking250Vincom RetailVietnamRetailBrand Finance ASEAN 300 40Brand Value Ranking.Top 300 most valuable ASEAN brands RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Val
227、ue2023 Brand Rating2022 Brand Rating251Copthorne HotelsSingaporeHotels252Waskita KaryaIndonesiaEngineering&Construction253Kalbe FarmaIndonesiaPharma254Sapura EnergyMalaysiaOil&Gas255The Hour GlassSingaporeRetail256Co.opmartVietnamRetail257QL ResourcesMalaysiaFood258Media Nusantara CitraIndonesiaMedi
228、a259Lippo KarawaciIndonesiaReal Estate260KCE ElectronicsThailandTech261SeABankVietnamBanking262SrisawadThailandBanking263TISCOThailandBanking264Bangkok InsuranceThailandInsurance265Surya Citra MediaIndonesiaMedia266Gajah TunggalIndonesiaTyres267MM Mega MarketVietnamRetail268MagnumMalaysiaLeisure&Tou
229、rism269PermataBankIndonesiaBanking270KossanMalaysiaChemicals271KPJ HealthcareMalaysiaHealthcare Facilities272SIA EngineeringSingaporeEngineering&Construction273UEMMalaysiaReal Estate274Mayora IndahIndonesiaFood275YeosSingaporeSoft Drinks276OCBVietnamBanking277CitilinkIndonesiaAirlines278Park RoyalSi
230、ngaporeHotels279TPI PoleneThailandEngineering&Construction280Mang InasalPhilippinesRestaurants281ParksonMalaysiaRetail282TorabikaIndonesiaFood283STECONThailandEngineering&Construction284MalakoffMalaysiaUtilities285HartalegaMalaysiaChemicals286TTC Bien Hoa SugarVietnamFood287PruksaThailandReal Estate
231、288KokomiVietnamFood289OmachiVietnamFood290Adira FinanceIndonesiaBanking291Press MetalMalaysiaMining,Metals&Minerals292Kerry ExpressThailandLogistics293Adhi KaryaIndonesiaEngineering&Construction294Ayalaland Premier PhilippinesReal Estate295EGCOThailandUtilities296Sri Trang GlovesThailandChemicals29
232、7Mah SingMalaysiaReal Estate298Bumi Serpong DamaiIndonesiaReal Estate299BeerlaoLaosBeers300Bumrungrad HospitalThailandHealthcare FacilitiesSustainability.Brand Finance ASEAN 300 42Sustainability.Sustainability Perception Values(SPV)H64.31USD393 mg74.09USD385 mH84.00USD356 mg9USD320 m4.42g10USD318 m4
233、.74z14.59USD1,121 mg35.44USD971 mz4USD666 m5.25g5USD412 m4.48H25.31USD1,051 m Brand Finance Plc 2023Top Sustainability Perceptions Score and Value for 2023 As part of its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute gr
234、owing rapidly in significance is sustainability.Brand Finance assesses how sustainable specific brands are perceived to be,represented by a Sustainability Perceptions Score(SPS).The value that is linked to this score,the Sustainability Perceptions Value(SPV),is then calculated for each brand.Changi
235、Airport has the highest Sustainability Perceptions Score Changi Airport(brand value up 3%to USD623 million)has the highest SPS at 6.02 out of 10 among brands listed in our rankings.The widespread acclaim of Changi Airports cutting-edge nature themed entertainment and retail complex,Jewel Changi Airp
236、ort,has likely contributed to the brands strong reputation for sustainability among stakeholders.Indeed,Jewel Changi Airport was designed with the goal of reducing its environmental impact while also providing an exceptional customer experience through features such as a rainwater harvesting system
237、and a large indoor garden and waterfall.Brand Finance ASEAN 300 43Sustainability.Although the brand has committed to an industry-wide energy transition,its pole position in terms of SPV is not an assessment of its overall sustainability performance.Rather,this indicates how much brand value PETRONAS
238、 has tied up in sustainability perceptions.PETRONAS also posted an SPS of 4.59 out of 10.The brand has increasingly looked towards diversifying its range of energy options and significantly improving its company-wide sustainability outcomes.This includes committing to allocating 20%of its overall ca
239、pital expenditure for decarbonisation projects and cleaner energy solutions from 2023 to 2026.In 2022,PETRONAS launched Gentari,a wholly owned clean energy solutions provider,which will look to boost renewable energy in Asia Pacific.While being supported by PETRONAS in its growth phase,Gentari will
240、eventually operate as an independently managed entity.It will focus primarily on renewable energy,hydrogen and green mobility solutions.The brand is particularly looking to grow its sustainable operations in Australia and India in the near term.The positive coverage surrounding the launch of Gentari
241、 has likely helped contribute to PETRONAS SPS.However,there is further room for growth as the brand ramps up its sustainability initiatives in the years to come.In addition to the complex,Changi Airport boasts a butterfly garden and energy-efficient lighting and cooling systems.The brand also implem
242、ented a waste management program.Changi Airport is also making inroads towards transiting to sustainable aviation fuel for airlines and electrification of its ground handling vehicles.It is worth noting that perceptions of sustainability may across regions and cultures even within similar industries
243、.Our research found that airport brands in Asia and the Middle East perform considerably better than their European and North American counterparts in terms of sustainability perceptions.Nonetheless,growing climate concerns attributed to the aviation industry that stakeholders in Europe and North Am
244、erica are beginning to express are likely to become an increasingly important driver of sustainability initiatives and sustainability perceptions for airport brands worldwide.PETRONAS has the highest Sustainability Perceptions Value As well as being ASEANs most valuable brand,PETRONAS also has the h
245、ighest SPV among brands listed in our rankings at USD1.1 billion.Insights.Brand Finance ASEAN 300 45Brand Guardianship:The Importance of Leadership for ASEAN Brands.Annie Brown General Manager,Brand FinanceEvery year,Brand Finance surveys 1,000 professional analysts and journalists around the world
246、on their perceptions of various CEOs.We measure fame,overall reputation and performance against a handful of image-related attributes.The results from this survey are analysed along with other measures including employee sentiment towards their leaders and brand value growth during the CEOs tenure.T
247、he resulting data facilitates our objective evaluation and ranking of CEOs in terms of their guardianship of their brands.In the five years of our study,we have observed notable links between the reputation of a companys brand and the reputation of its chief executive.In addition,the most controvers
248、ial and the most popular CEOs tend to be associated with corporate brands even after their resignation and replacement.Our ranking is therefore more than a short-term popularity contest,it is about measuring CEO perceptions to help companies evaluate their leaders potential impact on corporate reput
249、ation on an ongoing and permanent basis.Our research found that on a global level,analysts and journalists share that business strategy is the most influential factor in their appraisal of a company.The second most important factor is closely related,the quality of CEO and leadership.When focusing o
250、n respondents from the ASEAN region alone,we found that over half(53%)of respondents feel CEO and leadership is the most influential factor in overall impression and investment appraisal for companies.This demonstrates the monumental importance of leadership reputation,particularly in the ASEAN regi
251、on.CEO perceptions impact not only overall brand reputation,but also seems to have a direct impact on investment decisions driving fundamental business growth.Just as well-managed brands strive for notoriety,it follows that a good CEO should be well known among internal and external stakeholders,to
252、have the most effective impact on external and internal company perceptions.Within the ASEAN region,the most famous chief executive in our study is PETRONAS leader Tengku Muhammad Taufik,followed closely by OCBC chief Helen Wong.In general,ASEAN CEOs are less well known abroad than their industry co
253、unterparts from China and the USA.Brand Finance ASEAN 300 46Brand Guardianship:The Importance of Leadership for ASEAN Brands.On average,an ASEAN CEO is 60%less well known outside of the region than other global CEOs are outside of their respective home markets.This is indicative of a historic insula
254、r market focus and is something we expect to shift as the region becomes more globally competitive across a wide range of industries.Our research reinforces the adage that fame isnt everything.In fact,there are diminishing returns to fame among chief executives.Instead,it is important to substantiat
255、e fame with an authentic profile built on commercial success,long-term brand building and personal reputation management.To build organisational and personal brand,it is imperative to nurture relationships with a wide range of stakeholders.This is why top CEOs typically spend the majority of their t
256、ime in meetings with internal and external stakeholders(even pre-pandemic,the proportion was estimated to be at 72%according to Harvard Business School).This is also why most chief executives are not hired from other industries,but are instead usually appointed from within the organisation,thus brin
257、ging with them existing relationships and understanding of stakeholder needs.Our study finds that 70%of top global chief executives were appointed from within.In the ASEAN region specifically,we found that all chief executives were appointed from within except DBS Piyush Gupta,who was appointed in 2
258、009 from his role as CEO for Southeast Asia,Australia and New Zealand at Citi a role undoubtedly providing stakeholder exposure relevant to his work at DBS.Over the years,we have monitored the drivers of chief executive reputation.Consistently,some of the most important factors are being honest,ethi
259、cal and inspiring positive change.To inspire positive change,leaders need to embrace global challenges such as the need to operate sustainably and the need to adapt to new technologies.One such regional leader recognised for this in our 2023 study was Piyush Gupta.Our research suggested that Guptas
260、perceptions were particularly bolstered by his announcement of DBS BetterWorld,a metaverse platform designed for collaborators and communities to blueprint solutions to technological,social and sustainability challenges.For example,BetterWorld will be utilising gamified elements to highlight the glo
261、bal food waste challenge and communicate the efforts of DBS foundation in addressing this challenge.Guptas advocacy of BetterWorld is just a part of his efforts to digitalise the bank and public communications on various business issues.Such communications have earned him the accolade of Top Voice o
262、n LinkedIn,as well as the top regional rank and 9th globally in Brand Finances Brand Guardianship Index 2023.AI and its ability to replace jobs has been a hot topic in the past 12 months.Chief executives are often assumed to be safe from direct replacement by AI,but chief executives are undoubtedly
263、at risk of replacement if they do not harness technology to their organisations advantage.Initial data this year suggests that the rate of CEO resignation is on the rise,reaching previous 2019 record levels.In an upcoming research,we will be analysing this as well as how perceived tech-readiness of
264、chief executives is playing a role in their reputation and the perceptions of the companies they run.I invite you to get in touch with us to find out more about how your chief executive is perceived and the impact it has on your brand.Brand Finance ASEAN 300 47Soft Power of ASEAN Nation Brands:How D
265、oes it Matter to Corporate Brands?Konrad Jagodzinski Place Branding Director,Brand FinanceWhat is Soft Power and how is the Global Soft Power Index constructed?Soft Power is a nations ability to influence the preferences and behaviours of various actors in the international arena(states,corporations
266、,communities,publics,etc.)through attraction or persuasion rather than coercion.Brand Finances Global Soft Power Index is the industrys most comprehensive research study on Soft Power and perceptions of nation brands in general,surveying opinions of 150,000+respondents in 100+markets.The fifth itera
267、tion of the Index,which will be published in a few months time in February 2024,will rank all 193 member states of the United Nations for the first time.The term Soft Power was popularised by Professor Joseph Nye of Harvard University in the 1980s.Brand Finance has consulted the development of the G
268、lobal Soft Power Index with academics from around the world,including Professor Nye.Dr Paul Temporal of the University of Oxford,who is known in ASEAN for having helped develop the Malaysia Truly Asia tourism brand strategy among his numerous other professional achievements,has supported us as the c
269、hief academic advisor to the Index.The Global Soft Power Index quantifies an overall score of a nations Soft Power,thanks to evaluating both its Reputation and Influence.Grouped into thematic pillars such International Relations and Sustainable Future,a wide range of nation brand attributes are meas
270、ured in their own right as well as to analyse their role in driving performance in both KPIs of Reputation and Influence.The third KPI Familiarity enables respondents to form their perceptions in the first place.Soft PowerFamiliarityInfluenceReputationNation Brand Attributes2Brand Finance ASEAN 300
271、48Soft Power of ASEAN Nation Brands:How Does it Matter to Corporate Brands?What are the results of the Global Soft Power Index like for ASEAN nations?In the Global Soft Power Index 2023,the United States wins the top spot in the ranking,followed by the United Kingdom and Germany.However,Asian nation
272、s are steadily growing their Soft Power too,with different nations gaining their edge thanks to different advantages.Japan(4th)and China(5th)are economic powerhouses as well as crucial players in international relations which secures their places in the global Top 5 for Soft Power.South Korea(15th)h
273、as become particularly influential in technology thanks to global electronics brands like Samsung and entertainment owing to K-Pop and award-winning cinema.Also,India(28th)is taking an increasingly prominent role in the world thanks to the fast growth of its population and economy as well as the ste
274、ady appeal of its culture from yoga to Bollywood.In ASEAN specifically,Singapore is leading the way in Soft Power,being a major financial hub and a role model for good governance for many nations in the region.In the world,it ranks 21st.In Asia,it is behind only Japan,China,and South Korea as well a
275、s ahead of much larger India.Malaysia(39th),Thailand(41st),and Indonesia(45th)all rank in the Top 50 globally too.Having become more familiar to people around the world as tourist destinations,they are simultaneously investing in developing strong corporate brands that are increasing their Soft Powe
276、r internationally.It is worth noting that all four of these ASEAN nations are punching above their weight in terms of perceptions of corporate brands.All rank higher on the particular attribute within the Index that measures perceptions of products and brands,than in terms of overall Soft Power.In t
277、his attribute,Vietnam also makes the global Top 50,which is explained by its exponential economic growth in recent years.Brand Finance ASEAN 300 49Soft Power of ASEAN Nation Brands:How Does it Matter to Corporate Brands?How does this matter to corporate brands?The relationship between nation brands
278、and corporate brands deserves special attention.Perceptions of the economic standing of a nation and brands of products and services originating there play a key role in forming its Soft Power.Our statistical drivers analysis,conducted on the Global Soft Power Index data to understand which particul
279、ar nation brand attributes drive Reputation and Influence,has identified perceptions of the Business&Trade pillar as being the most important in growing Soft Power.Within this pillar,the attributes“a strong and stable economy”and“easy to do business in and with”are among the top five drivers of both
280、 Reputation and Influence.The attribute“products and brands the world loves”is not far behind as the fifteen most important driver of Reputation and seventh most important with regards to Influence.Moreover,we set about conducting an analysis earlier this year that would allow us to better understan
281、d how the dynamics of Soft Power are intertwinedwith the performance and economic gains of nation brands.We looked at two of our annual rankings the Global Soft Power Index,which measures perceptions and the Brand Finance Nation Brands ranking,which assesses the value and strength of nation brands.O
282、ur analysis tells us that despite the existence of many and various factors that affect the performance of nation brands,perceptions and Soft Power that come with them correlate very strongly with performance,suggesting that improving perceptions and strengthening Soft Power can boost performance.Th
283、ere are five key areas of financial impact that are measured within the Nation Brands ranking:economy,investment,trade,talent and tourism.In our analysis,the Global Soft Power Index score demonstrated a strong statistical relationship with the Nation Brand Performance score across these five areas c
284、ombined.Brand Finance ASEAN 300 50Soft Power of ASEAN Nation Brands:How Does it Matter to Corporate Brands?Business&Trade Perceptions x Nation Brand Performance(Economy)Brand Finance Plc 2023Business&Trade Perceptions (Domestic&International) 1 2 3 4 5 6 7 8 9 10Nation Brand Perfromance(E
285、conomy)40 60 80 100Nation Brand Perceptions(Domestic&International)Nation Brand Performance Brand Finance Plc 2023Nation Brand Perceptions x PerformanceWe then narrowed the analysis from the relationship between the overall Global Soft Power Index and Nation Brand Performance scores,to as
286、sess the relationship between perceptions captured in a particular Global Soft Power Index pillar focusing on Business&Trade on the one hand and economic performance measures in the Nation Brands study namely GDP per capita and GDP growth on the other.The results showed a strong correlation again,su
287、ggesting that improving perceptions towards a nations Business&Trade pillar attributes can support stronger macroeconomic performance.This supports the gut feeling that most marketers have that strong corporate brands mean a strong nation brand,and a strong nation brand means a strong economy,creati
288、ng a virtuous circle that reinforces corporations based in the country.Invitation to the Global Soft Power Summit 2024 The findings of the new iteration of the Global Soft Power Index will be inaugurated at the Global Soft Power Summit on 28th and 29th February 2024 in London and streamed live onlin
289、e.This time,we will also unveil the findings of additional new research identifying the best nations in investment,trade,talent and tourism attraction.The data will tell us even more about the relationship between corporate and nation brands.The previous iterations of the Global Soft Power Index can
290、 be accessed on Brand Finances website at:https:/ at the Global Soft Power Summit is free and all delegates can register to join in-person or online on Brand Finances website.We look forward to your participation.Brand Finance ASEAN 300 51Singapores Global Soft Power Index score rose from 48.5 to 51
291、 but the nation brand fell a spot to 21st place this year,perhaps owing to Saudi Arabias noteworthy improvement which saw it climb five places to be ranked 19th this year and given that all other nation brands within 2022s top 20 remained within 2023s top 20.In line with Singapores reputation as a r
292、enowned business and financial hub,scores within the Business&Trade pillar were on an uptick,with its best showing in the“easy to do business in and with”metric.However,its ranking fell in almost all metrics within this pillar except for the aforementioned metric.This suggests some degree of outpaci
293、ng by other nation brands.To illustrate what outpacing means,the United Arab Emirates jumped from 11th to 3rd place in the“future growth potential”metric with a score improvement of 0.5 points to 5.9.In comparison,Thailands 0.4-score improvement to 5.4 saw it falling seven places to 22nd for the sam
294、e metric.Outpacing therefore implies that perceptions and attitudes of Singapore with respect to the Business&Trade pillar,although still optimistic,are close to approaching their maximum perceived potential while sentiments for fast-growing economies,such as those in the Middle East region,are refl
295、ected in their propensity for growth.This is in line with general outlooks on developed economies vis-vis developing economies or those that are rapidly internationalising.Our findings therefore suggest that Singapore would do well not only to continue to improve business and trade infrastructure,bu
296、t also build on messaging aimed at stoking excitement for its plan to transform into a future-proofed economy1 and bolster its longstanding narrative of international business attractiveness.Alex Haigh Managing Director,Brand Finance Asia PacificInsights on Singapore:Nation Brand Plateaus as Neighbo
297、rs Outpace Progress.Brand Finance ASEAN 300 52Singapores standing in the international community for good governance with an emphasis on integrity2 continues to garner strong positive sentiments observed by an overall score increase of 1.1 to 5.2 for metrics within the Governance pillar.However,it d
298、ropped three places to 19th position for this pillar,once more suggesting outpacing as implied by the Business&Trade pillar.A strong brand positioning of governance first effected through the firm but effective policies of Lee Kuan Yew,Singapores founding prime minister,seems to have successfully su
299、stained positive perceptions of the nation brand in this regard supported by neutral to positive overall Governance pillar scores since 2020.As the Governance pillar rankings suggest however,positive sentiments towards perceptions of Singapore may have simmered in juxtaposition with nation brands su
300、ch as Iceland which climbed five places to be ranked 16th for the Governance pillar via a 1.6-score increase on the overall to 5.2.Indeed,despite having the same overall score of 5.2,Iceland posted a larger score increase than Singapore,once again reflecting enthusiasm towards the formers propensity
301、 in reaching its maximum perceived score.To conclude,Singapores performance in the 2023s Global Soft Power Index highlights the importance of taking into account not only score or rank variations of a nation brand but also the pacing of these variations in relation to other nation brands.From a bran
302、ding perspective,we recommend that decision makers pace their messaging to regulate enthusiasm for their narratives as they continue to augment their nation brands soft power.Insights on Singapore:Nation Brand Plateaus as Neighbors Outpace Progress.1Singapores then-Minister for Trade and Industry,Ga
303、n Kim Yong,outlined the Singapore Economy 2030 plan“aimed at fostering a vibrant ecosystem of Singapore enterprises that are future-ready,globally competitive and possess deep innovative capabilities”.Gan Kim Yong unveils Singapore Economy 2030 plan aimed at boosting exports to$1 trillion(4 March 20
304、22).The Straits Times.2Clean,honest government has been vital to Spores progress:President Halimah(23 September 2022).The Straits Times.Brand Finance ASEAN 300 53How Brands can Bridge the Sustainability Gap:Stakeholders Perceptions vs Actual Sustainability Performance.Robert Haigh Strategy&Sustainab
305、ility Director,Brand FinanceIn todays global landscape,the interplay between financial stability and sustainable practices has never been more significant.It has now become a critical factor in determining a companys value and success.The message to brands is clear:acting sustainably and being seen
306、doing so,is both a moral and business imperative.This dual commitment,backed by financial investment and transparent action,serves not only to enhance a brands reputation but also to safeguard its future relevance.At the World Economic Forum in Davos this year,Brand Finance introduced the Sustainabi
307、lity Perceptions Index.In a first of its kind study,this index sheds light on a compelling truth:substantial financial gains,which often amount to billions of dollars,await brands that proactively improve their ESG practices while effectively communicating these efforts.It is imperative to acknowled
308、ge that sustainability perceptions vary across regions and cultures,even within similar industries.A notable exemplar emerges in the ASEAN region,where Singapores Changi Airport emerges as the standout brand in sustainability perceptions across all sectors,despite its explicit association with the a
309、viation industry and the inherent high carbon emissions associated with it.However,the airports eco-centric Jewel complex plays a pivotal role in enhancing its sustainability reputation among stakeholders.Brand Finance ASEAN 300 54How Brands can Bridge the Sustainability Gap:Stakeholders Perceptions
310、 vs Actual Sustainability Performance.Turning our attention to the valuation of brand sustainability perceptions,PETRONAS emerges as a frontrunner.Though not a direct measure of PETRONAS actual sustainability performance,this valuation underscores a key insight up to USD1.1 billion of the brands val
311、ue could be jeopardised if authentic communication of its commitment to the energy transition falters.Further bolstering these findings is the Sustainability Gap Index,which draws upon comprehensive ESG data from CSRHub to gauge a brands relative sustainability performance.The essence of this index
312、lies in the disparity between perceptions and reality the gap a pivotal marker that reveals the alignment or disparity between stakeholder perceptions and actual sustainability performance.This study opens a promising avenue for brands.When performance surpasses perception,an opportunity arises to s
313、wiftly augment brand value by communicating genuine commitment to sustainability more effectively.Conversely,when perception outweighs performance,brands expose themselves to substantial risk,facing potential public backlash,accusations of greenwashing and a subsequent recalibration of their perceiv
314、ed sustainability value.By closing this sustainability gap,brands not only shield their value but also catalyse a more sustainable future.Banking brand CIMB acts as an example of a brand where performance outperforms perceptions.By enhancing the communication of its sustainability initiatives,CIMB c
315、ould generate a substantial USD33 million in brand value,a testament to its potential when genuine commitment meets effective communication.In contrast,Viettel,the most valuable brand in Vietnam,finds itself at risk.In 2021,Viettel underwent a re-branding process,embodying the vision of “Caring Inno
316、vators”and the mission of“pioneering to create a digital society”.This image has clearly carried across into positive sustainability perceptions among stakeholders.However,Viettels negative gap value(USD481 million)indicates that the brand has considerable work to do in aligning its sustainability p
317、erformance with its perception,which puts its significant brand value at risk.In the realm of modern business,the sustainability gap is an important determinant of a brands standing and longevity.As stakeholders become increasingly discerning and the imperative for sustainable practices grows,brands
318、 that bridge this gap stand not only to safeguard their value but also to reshape the trajectory of global sustainability.It is a call to action for brands to authentically embody their commitment,communicate it effectively and usher in a more sustainable future.Brand Spotlights.Brand Finance ASEAN
319、300 56UOB.g Rank Brand Strength Rank Brand ValueUSD5.5 bn+12.6%579.9-2.563 Brand Finance ASEAN 300 57Interview with Wee Ee Cheong.Wee Ee CheongDeputy Chairman and Chief Executive Officer,UOBDespite strong growth from other bank brands in Singapore,UOB has maintained a leading position in our ranking
320、s.To what do you attribute this performance?Can you share with us your opinions on the growth of bank brands in Singapore?For the past few decades,UOB has been investing to build our strength and differentiation as the truly regional bank in the Southeast Asia region.We have stayed disciplined in ma
321、king strategic choices.We have been building on our regional strength,focusing on connecting customers across the Asean region and along key trade and investment routes such as the Asean-China corridor.We have one of the deepest and widest footprints in Southeast Asia among leading regional banks in
322、 8 out of the 10 Asean countries-and we differentiate ourselves by offering deep sector-specific knowledge.More than a decade ago,we started a Foreign Direct Investment advisory team to help businesses expand to overseas markets,linking them with professional services providers,local government agen
323、cies and providing them with local market insights.Today,we have 10 centres across Asian cities and we are looking to add more.Last year,we took a key strategic move by acquiring Citis consumer banking business in four Asean markets in Indonesia,Malaysia,Thailand and Vietnam.With this latest acquisi
324、tion,we were able to scale our regional retail banking business and accelerate our customer growth target by five years.About 15 years ago,we started investing heavily in technology and infrastructure,which has amounted to about SGD2 billion to date.One of the key undertakings was to build an integr
325、ated regional IT platform,to bring a collection of banks that we have acquired regionally,onto a single platform.This common digital backbone across our key regional Asean markets has helped to give our customers a seamless experience when they bank with us regionally.This also enables us to go-to-m
326、arket faster across the region like what we have done with our digital bank TMRW starting with Thailand and Indonesia.The integrated platform also enables us to have enhance risk management.People are our greatest assets.We stay competitive and nimble by equipping our people for the future.It is cri
327、tical to build people capabilities that help manage the radical disruptions in the financial industry and future-proof the organisation.Our people are the ones who bring our ambitions,products,services and brand to life.We also pay attention to refreshing our brand image on a regular cadence to keep
328、 with the changing times.Last year,we launched a sharpened Purpose-Building the Future of ASEAN-as part of our brand refresh campaign.The new brand campaign is how we communicate to the market what we have been doing internally to transform ourselves.Our refreshed brand identity was rolled out to 19
329、 markets and 500 offices;and the brand campaign was launched across our 7 key markets in Asia.Brand Finance ASEAN 300 58Interview with Wee Ee Cheong.UOB has acquired much of Citis legacy ASEAN business.What challenges and opportunities do you see from this acquisition and how is UOB responding to th
330、ese?Our acquisition of Citigroups consumer banking businesses in Indonesia,Malaysia,Thailand and Vietnam will solidify our retail base in four ASEAN markets and accelerate our strategy five years ahead of schedule.It has strengthened our position as a leading ASEAN bank,well-placed to serve the life
331、style,payments and wealth management needs of the region.Post-acquisition,UOB is looking to bank and serve an additional 2.4 million customers,especially in the“upper mass segment”as consumers in the region grow more affluent.We have now become the number 2 largest credit card issuer in Malaysia and
332、 the number 3 in Thailand,up from top 5 and top 8 previously in the respective markets.The acquisition also unlocks cross-selling opportunities across similar customer segment propositions.Citis strength in credit cards and unsecured lending and UOBs strength is in deposits,secured lending and wealt
333、h management.With our combined business,customers can now access an expanded suite of wealth solutions,card and loan offerings from an enlarged partnership ecosystem and loyalty programmes.For our new customers,we are already cross-selling various products beyond credit cards such as mortgages,deposits and wealth management.Organically,it is very challenging to double our customer base in just one