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Bank Central Asia wins top spot in BrandZ Indonesia debut

20 August 2015
Bank Central Asia wins top spot in BrandZ Indonesia debut

BCA (Bank Central Asia) is Indonesia’s most valuable brand, according to the first BrandZ ranking of the country’s brands, with bank and tobacco companies dominating the top 10.

BCA, which is famous for launching various innovations in Indonesia, is valued at $9.9bn, placing it just outside BrandZ’s Top 100 Most Valuable Brands ranking.

Banks make up 24% of the top 50, with four brands in the top 10, while tobacco brands also dominate, with four companies making an appearance - A Mild (fifth), Surya (eighth), Dji Sam Soe (ninth) and Marlboro (tenth).

Aside from banks and tobacco, telecoms makes one top 10 appearance , with Telkomsel in third, and retail another, with Matahari in sixth.

Outside the top 10, there are strong performances from the real estate, food, dairy, soft drinks, personal care, retail and entertainment sectors. The combined value of the top 50 is $64.6bn, positioning Indonesia close to India’s $69.6bn top 50 value.

BrandZ is compiled by WPP and Millward Brown.

Ranjana Singh, chair of WPP Indonesia, said: “Indonesia’s fast growth, stability and consumer confidence create perfect conditions for brand-building. Indonesians can afford to consider a greater range of brands, and they recommend those they love.

“They’re also demanding: they want to be offered more, and to feel special. Brands will win in Indonesia if they can meet consumers’ functional needs, while communicating stories that build meaningful connections.

"This will be well worth the investment: BrandZ data shows that businesses in Indonesia which nurture the power of their brands are four times more valuable than those that don’t.”

Ben Bold, London

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