Page 20 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 01
INTRODUCTION
RETAILERS PROVE SOLID PERFORMERS
Four retail brands feature in the Indonesian Top 50; this is not unusual in itself, but what is interesting about the retailers that make the rankings here is that they are all bricks-and- mortar stores, whether department stores as in the case of Matahari Department Store, or grocery outlets such as Alfa, Ace and Hypermart. The top performing retail brands globally, and in China however, tend to be those focused on e-commerce. The rate of e-commerce is growing in Indonesia, as smartphone penetration and the use of credit and debit cards grows, but is still nascent by world standards.
FAST-MOVING CONSUMER GOODS WELL REPRESENTED
Fast-moving consumer goods brands make up 28 percent of brands in the BrandZTM Indonesia Top 50 – a very high proportion when compared
to other countries’ rankings. Well- loved and highly successful home- grown noodle, water and tea brands
feature strongly in the Top 50. Brand strength for names such as Indomie, Pepsodent, SariWangi, and Bimoli has helped these brands punch above their financial weight in the rankings. The personal care category’s success reflects investment by multinational corporations, which have introduced and developed their brands in Indonesia.
CATEGORY LEADERS PROVE PREMIUM VALUE
Leading Indonesian brands have strength enabling them to command
a premium price that is well above
that seen among leading brands in other markets. The BrandZTM Premium Index, one of several measures that count towards brand value, is 120 among the Top 50 brands in Indonesia, which compares to 111 in the Global Top 50, 104 in India’s Top 50, and 109 for the leading 50 brands in China. The average among all brands worldwide
is 100. This does not necessarily mean that the top brands are more expensive than the competition, but does mean consumers see them as providing
extra value that is worth paying for. In categories where there is one dominant player, this premium factor is often seen; in Indonesia, it applies to brands such as Matahari Department Store, Rinso, and Garuda Indonesia.
STRONG AND DIFFERENT – BUT LACKING LOVE
AND INNOVATION
Indonesia’s most valuable brands are doing as good a job as the strongest global brands when it comes to being meaningfully different, and salient; where they lag is in being lovable and innovative. The Top 50 Global Brands average an innovation score among consumers of 120, while Indonesia’s Top 50 manage just 103; likewise, global brands achieve 131 on the love scale, while Indonesia’s Top 50 only
get to 108. The importance of these measures to a brand’s overall value is clear when the Top 50 is split in half and ranked according to their innovation score. The top half then are collectively worth US$51.9 billion, while the bottom half, those seen as less innovative, are valued at just US$12.7 billion.
TfTTff20 BrandZTM Top 50 Most Valuable Indonesian Brands 2015