2025年东盟品牌价值500强年度报告

ASEAN5002025 The annual report on the most valuable and strongest ASEAN brands Singapore andMalaysia outpaceASEAN neighboursin brand valueboom for 2025 +Region’s top 10 brands: Banking dominanceand oil & gas resilience drive rankings +Singapore’sDBSclaims crown as ASEAN’smost valuable brand of 2025 +MalaysiaAirlines: Soaring to new heights asASEAN’s fastest-growing brand +Brands to watch:KPJHealthcareandBankofSingaporesurge ahead with innovation and trust +ASEAN’s top three strongest brands shine withAAA+ brand strength ratings +PETRONAStops ASEAN’s SustainabilityPerceptions Index +Stewards of growth: ASEAN’s leadingbrand guardians +ASEAN Soft Power: A region on the rise Contents Foreword5Alex Haigh, Managing Director, Brand Finance Asia Pacific Regional Overview6Valuation Analysis9Most Valuable ASEAN Brands 202510Most Valuable Brand:DBS12Fastest Growing Brand Value:Malaysia Airlines13Brands to Watch:KPJ Healthcare, Bank of Singapore14Brand Strength Analysis15Sector Analysis17Brand Guardianship Index31Sustainability Analysis34Brand Spotlights36CelcomDigi37Datuk Idham Nawawi, Chief Executive OfficerCIMB Group40Gurdip Singh Sidhu, Chief Executive OfficerDBS43Karen Ngui, Managing Director and HeadMalaysia Airlines46Datuk Captain Izham Ismail, Group Managing DirectorMaybank49Dato’ Khairussaleh Ramli, President & Group CEOMillennium Hotels and Resorts52Saurabh Prakash, Interim Chief Operating Officer & Chief Commercial OfficerCarolyn Wishnowski, Vice President Global Branding, Marketing & LoyaltyNgern Tid Lor55Piyasak Ukritnukun, Managing DirectorPropertyGuru58Sivaram Parameswaran, Consumer Marketing DirectorSingtel61Lian Pek, Vice PresidentSM Supermalls64Joaquin L. San Agustin, Executive Vice President of MarketingVinamilk67Nguyễn Quang Trí, Executive Director of MarketingVinpearl70Ngo Thi Huong, Deputy CEO of Sales & MarketingBrand Value Ranking (USDm)73Insight83ASEAN Soft Power: A region on the rise84Methodology87Our Services95 © 2025 All rights reserved. Brand Finance Plc. AboutBrand Finance Bridging the gap betweenMarketing and Finance Brand Finance was set up in 1996 with theaim of 'bridging the gap between marketingand finance'. For more than 25 years, wehave helped companies and organisationsof all types to connect their brands to thebottom line. Quantifying thefinancial value of brands We put thousands of the world’s biggestbrands to the test every year. Rankingbrands across all sectors and countries,we publish over 100 reports annually. Unique combinationof expertise The world'sleading brandvaluationconsultancy Our teams have experienceacross a wide range of disciplinesfrom marketing and market research,to brand strategy and visual identity,to tax and accounting. Priding ourselveson technical credibility Brand Finance, a chartered accountancyfirm regulated by the Institute of CharteredAccountants in England and Wales, is thefirst brand valuation consultancy to join theInternational Valuation Standards Council.Our experts crafted standards (ISO 10668and ISO 20671) and our methodology,certified by Austrian Standards, is officiallyapproved by the Marketing AccountabilityStandards Board. For business enquiries, please contact:enquiries@brandfinance.com For media enquiries, please contact:press@brandfinance.com +44 207 389 9400www.brandfinance.com Foreword What makes a brand valuable? That is the question this study answers. Brand Value is built when strong brands combine with strong businessesthat are able to successfully commercialise that strength. Brands are strongwhen people know about them, and they think they are the best option withintheir category. This knowledge and positive image lead into higher choice,at a higher price. This strength builds value when the business is selling the rightthings to the right people in the right places. Whether brands and their businessesare building strength appropriately and in the right places determines whetherbrands move up or down in our rankings. Brand Finance’s brand valuation study begins by gathering individual perceptionsabout brands. With insights from over 175,000 respondents across 41 countries—including more than 25,000 from the Asia Pacific region—the study capturesbrand awareness, consideration, and various measures of brand reputation.Covering 31 sectors and analysing 6,000 brands with nine years of data, thiscomprehensive approach provides a deep understanding of brand strength.To define brand value, we then combine these insights with financial analysisof the businesses behind the brands, ensuring a holistic evaluation. Alex HaighManaging Director,Brand FinanceAsia Pacific The heart of what we do is to “bridge the gap between marketing and finance”to help communicate the benefits of marketing and branding to financial teams.We can determine the underlying factors driving brand value thereby informingdecisions on brand positioning and marketing tactics such as promotions,products, services and pricing. In addition,