Page 113 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Top 50 BRAND PROFILES
COMPANY Sinar Mas Multiartha Tbk PT BRAND VALUE US$ 144 million HEADQUARTERS Jakarta INDUSTRY Banks YEAR FORMED 1982
Finance brand helps Indonesians get motoring
Sinar Mas Multiartha is the holding company
for inancial businesses within Sinar Mas, and
its subsidiaries provide expertise to private
and corporate customers across a range of investment services, including underwriting, consumer inancing, securities administration, securities brokerage, investment management, IT, and trading. Insurance is the largest part of its business, but the brand is also well known as a source of consumer credit to buyers of cars and motorcycles.
Sinar Mas Multiartha is majority owned by Bank
of Singapore Limited, with a small stake held by Credit Suisse AG. The remaining 45 percent of shares are owned by the public and traded on the Indonesia Stock Exchange.
Celebrity couple help promote everyday luxury
Lux skin cleansing products have been synonymous with femininity
in Indonesia for many years, and its regular product innovations have kept this brand fresh and desirable for generations of women. Attractive fragrances and glamorous local celebrity brand ambassadors set the brand apart from the competition, justify its premium pricing, and keep Lux in its market-leading position. Its “Just a little Lux” slogan has long been used to suggest everyday luxury for the women who use it.
In the past year, Lux has used real-life celebrity couple Ashraf Sinclair and Bunga Citra Lestari in communications to support the launch of the new Lux Soft Touch range, delivering signiicant cut-through after a two-year spell without a famous face. The brand communicates across multiple platforms, and launched its 2015 Lux Fine Fragrance range with a social media campaign, Lux Unforgettable Girl, on YouTube, Facebook and Twitter. Brand owner Unilever is listed on the Indonesia Stock Exchange.
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COMPANY Unilever Indonesia Tbk PT BRAND VALUE US$ 142 million HEADQUARTERS Jakarta
INDUSTRY Personal Care
YEAR FORMED 1936