Page 104 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 03
BRANDZTM TOP 50 MOST VALUABLE INDONESIAN BRANDS 2015
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BrandZTM Top 50 Most Valuable Indonesian Brands 2015
COMPANY Unilever Indonesia Tbk PT BRAND VALUE US$ 275 million HEADQUARTERS Jakarta INDUSTRY Personal Care YEAR FORMED 1948
Focus on germ-killing takes
brand beyond traditional
soap into new products
Lifebuoy offers affordable health, hygiene, and protection against germs, with a range of soap and other cleansing products for the whole family. Its products aren’t the cheapest on the shelf, but are seen as accessible, an important factor given that the brand’s communications in Indonesia and around the region focus on the importance of hand-washing in promoting good health.
Lifebuoy has been running a global public education campaign to encourage hand-washing, one of the largest of its kind in the world. While the distinctive red bar of Lifebuoy soap remains at the heart of the range, there are other variants, including Color Changing soap aimed at children, and the more premium Clini Shield. Lifebuoy has also moved beyond soap with a shampoo product. The brand’s strongest competitor is Dettol, which
has a similar message of being tough on germs, but Lifebuoy remains the market leader. Unilever is listed on the Indonesia Stock Exchange.
ffffffMid-priced cigarette brand with origins on island of Sumatra
GG Mild is a mild-flavored cigarette brand launched by Indonesian tobacco giant Gudang Garam in 2013. It has a distinctive blended clove taste, and is low tar with low nicotine content. It is a mid-priced brand and tends to appeal to young
men. Unlike most cigarette brands, which tend to launch in Jakarta or wider Java, this brand was introduced first to Sumatra. GG Mild Shiver, a mentholated variant, launched in 2014. The Gudang Garam stable of cigarette brands date back to 1958, when all its cigarettes were hand-rolled. Machine production began in the late 1970s, and both hand-made and machine-rolled cigarettes are popular across Indonesia. Advertising of tobacco products is heavily restricted,
but television commercials are allowed at certain times of day, and marketing investment by the tobacco sector is huge.
Some Gudang Garam shares have been listed on the Indonesia Stock Exchange since 1990, but the Wonowidjojo family, which founded the company, still owns a majority stake.
COMPANY Gudang Garam Tbk PT BRAND VALUE US$ 272 million HEADQUARTERS Kediri
INDUSTRY Tobacco
YEAR FORMED 2013
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