Page 111 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Top 50 BRAND PROFILES
COMPANY Bank CIMB Niaga Tbk PT BRAND VALUE US$ 192 million HEADQUARTERS Jakarta INDUSTRY Banks YEAR FORMED 1955
Card service innovations drive banking brand
CIMB Niaga was formed by the merger of Lippo Bank and Bank Niaga, and while it has branches across the country, it promotes branchless banking with a communications focus on the desirability
of its credit and debit card services. It has inancial services subsidiaries ofering Islamic banking, asset management and insurance. The distinctive red CIMB Ultimate card is a premium account with a rewards scheme and concierge service; its slogan
is “Red is the new black”. CIMB Tabungan Xtra is the bank’s savings product, with a free debit card and no monthly fees, while the CIMB AirAsia Savers account and AirAsia Visa Card allow customers to earn points to put towards lights with AirAsia, the regional airline. The Malaysian-based banking group CIMB, which has operations in Singapore, Malaysia, Cambodia and Thailand, owns a controlling stake in CIMB Niaga, which is traded on the Indonesia Stock Exchange.
Noodle pioneer focuses on family and tradition
Supermi was the irst brand of instant noodles to launch
in Indonesia, and highlights this heritage through its communications and product range. While its packaging
has been updated to give it a modern feel, their most recent product lines bring to life the lavors of traditional Indonesian dishes such as sop buntut (oxtail soup) and semur ayam, a type of chicken stew with sweet gravy. Since 2013, Supermi has promised consumers "Kelezatan yang tak terganti", irreplaceable deliciousness, and its advertising campaigns focus on family settings, usually a mother serving a meal to the family. The link between the present day and the history of the brand is underlined with comments in ads such as “the brand my mother used to cook” and “it reminds me of my mother’s cooking”. Supermi is owned by Indofood, which also produces Indomie and Sarimi; Supermi is the mid-range option. Indofood is listed on the Indonesia Stock Exchange. The company also produces dairy products, snacks, food seasonings, baby food and beverages.
COMPANY Indofood CBP Sukses Makmur Tbk PT BRAND VALUE US$ 158 million
HEADQUARTERS Jakarta
INDUSTRY Food and Dairy
YEAR FORMED 1968
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