ASEAN 300 2023

2023 ASEAN300 TheannualreportonthemostvaluableandstrongestASEANbrands October2023 AboutBrandFinance3 Foreword7 AlexHaigh,ManagingDirector,BrandFinanceAsiaPacific ExecutiveSummary8 RankingAnalysis9 SectorAnalysis19 BrandValueRanking35 Sustainability41 Insights44 BrandGuardianship: TheImportanceofLeadershipforASEANBrands45 AnnieBrown,GeneralManager,BrandFinance SoftPowerofASEANNationBrands: HowDoesitMattertoCorporateBrands?47 KonradJagodzinski,PlaceBrandingDirector,BrandFinance InsightsonSingapore: NationBrandPlateausasNeighborsOutpaceProgress51 AlexHaigh,ManagingDirector,BrandFinanceAsiaPacific HowBrandscanBridgetheSustainabilityGap: Stakeholder’sPerceptionsvsActualSustainabilityPerformance53 RobertHaigh,Strategy&SustainabilityDirector,BrandFinance BrandSpotlights55 UOB56 InterviewwithWeeEeCheong, DeputyChairmanandChiefExecutiveOfficer Singtel61 InterviewwithLianPek, VicePresidentofStrategicCommunicationsandBrand Giti64 AdvancingTechnologyforSustainableDevelopment PETRONAS66 InterviewwithCharlotteWolff-Bye,VicePresident&ChiefSustainabilityOfficer RHB72 InterviewwithAbdulSaniAbdulMurad,GroupChiefMarketingOfficer Techcombank76 InterviewwithThaiMinhDiemTu,ChiefMarketingOfficer Methodology80 OurServices85 ©2023Allrightsreserved.BrandFinancePlc. BrandFinanceistheworld'sleadingbrandvaluationconsultancy. WebridgethegapbetweenmarketingandfinanceBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline. Wequantifythefinancialvalueofbrands Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually. WeofferauniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeofdisciplinesfrommarketingandmarketresearch,to brandstrategyandvisualidentity,totaxandaccounting. Weprideourselvesontechnicalcredibility BrandFinanceisacharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,andthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil. OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation–ISO10668andBrandEvaluation–ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–AustrianStandards–ascompliantwithboth,andreceived theofficialapprovaloftheMarketingAccountability StandardsBoard. GetinTouch. Forbusinessenquiries,pleasecontact:AlexHaigh ManagingDirector,AsiaPacifica.haigh@brandfinance.com Formediaenquiries,pleasecontact:AndrewEe CommunicationsDirector,AsiaPacifica.ee@brandfinance.com Forallotherenquiries: enquiries@brandfinance.com +442073899400 www.brandfinance.com linkedin.com/company/brand-finance twitter.com/brandfinance facebook.com/brandfinance youtube.com/brandfinance Requestyourown BrandValueReport ABrandValueReportprovidesacompletebreakdownoftheassumptions,datasources,andcalculationsused toarriveatyourbrand’svalue. Eachreportincludesexpertrecommendationsforgrowingbrandvaluetodriveperformanceandoffersacost-effectivewaytogainingabetter understandingofyourpositionagainstpeers. Insight Visitbrandirectory.com/request-a-valuation t s oremailenquiries@brandfinance.com Strategy e f i Benchmarking n BrandValuation B e SummaryBrandStrengthTracking C RoyaltyRates Education o n t e n CostofCapitalAnalysis Communication t s CustomerResearchFindings Understanding CompetitorBenchmarking Brandirectory.com Brandirectoryistheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007. +Browsethousandsofpublishedbrandvalues +Trackbrandvalue,strength,andratingacrosspublicationsandovertime +Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings +Purchaseandinstantlyunlockpremiumdata,completebrandrankings,andresearch Visitbrandirectory.comtofindoutmore. BrandFinanceGroup. BrandFinanceInstitute BrandFinanceInstituteistheeducationaldivisionofBrandFinance,whosepurposeistocreateandfosteraprofessionalenvironmentforknowledge-sharingandnetworkingamongpractitionersandexpertsinthemarket.BFIorganisesevents,in-companytraining,and corporateeducationalinitiativesaroundtheworld.Inthequestformarketingexcellenceandwiththepurpose toequipthebrandvaluationandstrategypractitionerswiththenecessaryskillsandtools,wehavedevelopedawiderangeofprogrammesandcertificationsincollaborationwiththemostcovetedbusinessschools,universitiesandthoughtleadersinthefield. BrandDialogue BrandDialogueisapublicrelationsagencydevelopingcommunicationsstrategiestocreatedialoguethatdrivesbrandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrongbackgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork. VI360 VI360isabrandide