Page 42 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 01
INTRODUCTION
BRAND VALUE
VALUE IS CONCENTRATED AT THE TOP OF THE LIST
The value of the BrandZTM Top 50
Most Valuable Indonesian Brands
2015 is concentrated at the top of the ranking and among just two dominant categories. The Top 5 brands in the ranking together account for 57 percent of the value of the Top 50 brands,
and three of those five brands are banks. The Top 5 brands are BCA, BRI, Telkomsel, Mandiri and A Mild.
Banks and other consumer finance brands together account for US$27.5 billion of the US$64.6 billion value of the Top 50, while tobacco brands account for a further US$14.8 billion. Telkomsel is the only telecom brand to appear in the Top 10.
Outside the Top 5, the brands in
the Top 50 represent a broad range
of industry sectors, with strong performances from real estate, food and dairy, soft drinks, personal care, retail, and entertainment brands. This diversity of brands is not dissimilar to the range that performs well in other countries’ BrandZTM rankings. Together, the brands represented paint a life-like picture of present-day Indonesia. The banking and real estate sectors are essential to how the country and its economy are developing – telecoms and entertainment indicate consumers’ appetite for technology and being connected, while the prominence of
tobacco, food and dairy, soft drinks, and personal care brands help illustrate everyday life in this market.
Such a high concentration of brand value at the top of the ranking is consistent with other markets. In the BrandZTM India Top 50, the Top 5 brands accounted for 45 percent of the value of all of the brands ranked, and it is a similar picture in China (the Top 5 account for 56 percent of the Top 50’s value) and Brazil (52 percent). In contrast, only 28 percent of total brand value is concentrated in the Top 5 brands in the BrandZTM Global Top 50. The dominance of banks in the Indonesia Top 50 is consistent with BrandZTM rankings in other fast-growing markets.
The Top 5 brands account for 57 percent of the total value of the Indonesia BrandZTM Top 50.
9%
Brands 26-50
Combined Value:
US$ 5.5 Bil.
35%
Brands 6-25
Combined Value:
US$ 22.4 Bil.
57%
TOP 5 BRANDS
COMBINED VALUE:
US$ 36.6 BIL.
15%
US$ 9,918 Mil.
13%
US$ 8,285 Mil.
10%
US$ 6,373 Mil.
10%
US$ 6,153 Mil.
9%
fTTffUS$ 5,882 Mil.
fTfTff42 BrandZTM Top 50 Most Valuable Indonesian Brands 2015