ASEAN 300 2023

The annual report on the most valuable and strongest ASEAN brandsOctober 2023 Insights on Singapore:Nation Brand Plateaus as Neighbors Outpace Progress51Alex Haigh, Managing Director, Brand Finance Asia Pacific How Brands can Bridge the Sustainability Gap:Stakeholder’s Perceptions vs Actual Sustainability PerformanceRobert Haigh, Strategy & Sustainability Director, Brand Finance Brand Spotlights UOB56Interview with Wee Ee Cheong,Deputy Chairman and Chief Executive Officer Singtel61Interview with Lian Pek,Vice President of Strategic Communications and Brand GitiAdvancing Technology for Sustainable Development PETRONAS66Interview with Charlotte Wolff-Bye, Vice President & Chief Sustainability Officer RHB72Interview with Abdul Sani Abdul Murad, Group Chief Marketing Officer Techcombank76Interview with Thai Minh Diem Tu, Chief Marketing Officer © 2023 All rights reserved. Brand Finance Plc. About Brand Finance. Brand Finance is the world's leading brandvaluation consultancy. We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of 'bridgingthe gap between marketing and finance'. For more than 25years, we have helped companies and organisations of alltypes to connect their brands to the bottom line. We quantify the financial value of brandsWe put thousands of the world’s biggest brands to the test every year. Ranking brands across all sectors andcountries, 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 research, tobrand 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 andWales, and the first brand valuation consultancy to jointhe International Valuation Standards Council. Our experts helped craft the internationally recognisedstandards on Brand Valuation – ISO 10668 and BrandEvaluation – ISO 20671. Our methodology has beencertified by global independent auditors – AustrianStandards – as compliant with both, and receivedthe official approval of the Marketing AccountabilityStandards Board. Get in Touch. For business enquiries, please contact:Alex HaighManaging Director, Asia Pacific linkedin.com/company/brand-finance a.haigh@brandfinance.com twitter.com/brandfinance For media enquiries, please contact:Andrew EeCommunications Director, Asia Pacifica.ee@brandfinance.com facebook.com/brandfinance For all other enquiries:enquiries@brandfinance.com+44 207 389 9400www.brandfinance.com youtube.com/brandfinance Request your ownBrand Value Report A Brand Value Report provides acomplete breakdown of the assumptions,data sources, and calculations usedto arrive at your brand’s value. Each report includes expertrecommendations for growing brandvalue to drive performance and offersa cost-effective way to gaining a betterunderstanding of your position against peers. Visitbrandirectory.com/request-a-valuationor emailenquiries@brandfi nance.com Brand ValuationSummary BrandStrength Tracking Cost ofCapital Analysis CustomerResearch Findings CompetitorBenchmarking Brandirectory.com Brandirectory is the world’s largest database of currentand historical brand values, providing easy access toall Brand Finance rankings, reports, whitepapers, andconsumer research published since 2007. +Browse thousands of published brand values+Track brand value, strength, and rating acrosspublications and over time+Use interactive charts to compare brand valuesacross countries, sectors, and global rankings+Purchase and instantly unlock premium data,complete brand rankings, and research Visit brandirectory.comto find out more. Brand Finance Group. Brand Finance Institute Brand Finance Institute is the educational division ofBrand Finance, whose purpose is to create and fostera professional environment for knowledge-sharing andnetworking among practitioners and experts in themarket. BFI organises events, in-company training, andcorporate educational initiatives around the world. In thequest for marketing excellence and with the purposeto equip the brand valuation and strategy practitionerswith the necessary skills and tools, we have developeda wide range of programmes and certifications incollaboration with the most coveted business schools,universities and thought leaders in the field. Brand Dialogue Brand Dialogue is a public relations agency developingcommunications strategies to create dialogue that drivesbrand value. Brand Dialogue has over 25 years of experiencein delivering campaigns driven by research, measurement,and strategic thinking for a variety of clients, with a strongbackground in geographic branding, including supportingnation brands and brands with a geographical indication(GI). Brand Dialogue manages communications activitiesacross Brand Finance Group's companies and network. VI360