Most Valuable Brands in Southeast Asia, 2024

In a region bursting with fast-growing companies and digital innovation, Indonesia’s Bank Central Asia (BCA) stands out as the most valuable brand in Southeast Asia this year. According to Kantar’s 2024 BrandZ rankings, BCA boasts a staggering brand value of US$28.27 billion, far ahead of its regional peers.

Banking Sector Dominates the Top Spots

BCA’s commanding lead is followed by two other financial giants: Bank Rakyat Indonesia (BRI) at US$11.26 billion and Singapore’s DBS at US$11.09 billion. These top three rankings highlight the critical role that trust, stability, and digital innovation play in the region’s financial services sector.

Consumer Trust Drives Brand Value

Kantar’s BrandZ methodology emphasizes consumer perception—how people feel about a brand—and how that sentiment translates into real business value. It’s not just about profit margins, but how deeply brands connect with customers and drive long-term loyalty.

Telcos, E-Commerce & Hospitality Also Shine

Beyond banking, Southeast Asia’s brandscape features a diverse mix of industries:

• AIS (Thailand) takes 4th place with US$8.84 billion, showing the strong market presence of telcos.

• Mandiri (Indonesia) holds 5th with US$8.34 billion, continuing Indonesia’s dominance.

• Shopee (Singapore-based) ranks 7th, reflecting e-commerce’s growing grip on regional retail.

• Telkomsel, Marina Bay Sands, and True also make the top 10, bringing telecommunications and hospitality into the spotlight.

Indomie, Singapore Airlines, and More Round Out the List

The full top 15 features a colorful mix of beloved brands, including:

• Indomie, the only FMCG/food brand on the list, at #15.

• Singapore Airlines, long known for premium service, at #13.

• Maxis, OCBC, Singtel, and UOB represent continued consumer confidence in telecoms and banking.

Indonesia Takes the Lead

Indonesia dominates the top of the list, with four brands in the top six. This reflects not only the size of its domestic market but also its rising influence in Southeast Asia’s corporate scene.

As Southeast Asia’s economy continues to expand and digital transformation accelerates, these brands are setting the tone—proving that trust, innovation, and emotional connection are the currencies of modern value.