Page 46 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 01
INTRODUCTION
BRANDZTM ANALYSIS
BRAND AGE
The age of brands in the Top 50 is relatively young by global standards, if not quite as young as the China index, which includes many technology-focused brands, which are inherently young.
TThe average age of Indonesian brands in the Top 50 is 45 years old, though there are some very old brands whose heritage is not reflected in this average. The second-highest ranked brand, the bank BRI, for instance,
is more than a century old, and Dji Sam Soe, the brand of clove or kretek cigarettes that ranks ninth in the Top 50, dates back to 1913.
To be eligible for inclusion in the
Top 50, brands must be owned by
a publicly listed company. In other markets, particularly China, the brands that have achieved such scale in just
a few years have been fast-growing technology companies. The scarcity of young brands in the Indonesian Top 50 brands reflects the fact that technology brands in Indonesia have yet to achieve significant scale.
Those few Top 50 brands launched since 2004 include two cigarette brands launched by a parent company with decades of heritage and several older brands in their stable, along with a property developer. The only relatively new brand to reflect a real shift in the consumer market is Hypermart (ranked 23rd and launched in 2004). Hypermarkets began to launch in Indonesia in the 1990s, but it was only in the 2000s that this way of shopping became the phenomenon it is now.
The younger half of brands in the Indonesia Top 50 are together worth US$29.9 billion, and the older half are worth slightly more, US$34.7 billion.
ff46 BrandZTM Top 50 Most Valuable Indonesian Brands 2015
Indonesia
1970
Year brand formed
(average)
Global China
1950 1977
Year brand formed Year brand formed
(average) (average)
45 65 38 Average brand age Average brand age Average brand age
The relative youth of Chinese brands can be explained by the reforms and opening up of the Chinese economy, a process that began in 1978.
The older brands in the index reflect the early stages of Indonesia’s economic development; they are predominantly banks, while the FMCG brands that have made the Top 50 came later.
Indonesia Top 50 Brands launch dates
Launch Date
Before 1967 1967-1998 1999-2015
Average Value
$1.8 Bil. $1.1 Bil. $0.7 Bil.
Number of
Brands Total Value
17 $30.1 Bil. 29 $31.8 Bil.
4
$2.6 Bil.