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