Ten ASEAN brands have successfully made the Brand Finance Global 500 list for 2025, with DBS Bank stealing the spotlight as the region's most valuable banking brand.
The Singaporean bank recorded a 56% increase in brand value to $17.2 billion, driven by strong net interest income, credit card fees and outstanding performance in wealth management and lending.
Moving up 71 places to 122nd globally, DBS Bank maintains its AAA brand strength rating. Singapore's dominance on the list is further highlighted by the presence of four of the top ten ASEAN brands, with the other six coming from Malaysia, Indonesia, Thailand and Vietnam.
Singapore Brands Strengthen Position in ASEAN and Globally
In addition to DBS, other top Singaporean brands have achieved notable milestones in the Brand Finance Global 500 for 2025. OCBC Bank saw its brand value increase by 28% to USD 6.4 billion, jumping 109 places to 374 globally. This growth was supported by increased net interest income and expansion in key markets such as Malaysia, Indonesia and China.
UOB also delivered a strong performance, with brand value rising 9% to USD 6.1 billion. The acquisition of Citigroup's consumer banking business strengthened UOB's retail banking franchise in the region, including Malaysia, Indonesia, Thailand and Vietnam.
Meanwhile, Marina Bay Sands remains a global icon, ranking as the fourth strongest brand in the world with a Brand Strength Index (BSI) score of 94 out of 100 and a AAA+ rating. In the tourism sector, the brand continues to be a major attraction for Singapore, attracting millions of visitors annually.
ASEAN Brands Expand Their Dominance Across Various Sectors
Maybank Malaysia makes a return to the Brand Finance Global 500 list after an absence since 2019, with its brand value soaring 52% to USD 5.2 billion. This growth was driven by its digital strategy and customer focus.
From Indonesia, Bank Mandiri enters the list as a newcomer, with its brand value rising 52% to USD 5.6 billion, thanks to strong performance in investments, Islamic banking, and financial growth. Meanwhile, BRI saw a 36% increase in brand value, reaching USD 7.3 billion, climbing 123 spots to rank 323 globally.
Another noteworthy trend in the list is the continued strength of ASEAN’s energy sector, despite global challenges. Malaysia’s PETRONAS recorded a brand value of USD 14.4 billion, though it declined by 1%, while Thailand’s PTT rose by 11% to USD 9.2 billion.
The only Vietnamese brand on the list, Viettel, experienced a 29% decline in brand value to USD 6.4 billion, although its brand strength score slightly increased, reflecting challenges in revenue growth.