Page 48 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 01
INTRODUCTION
BRAND CONTRIBUTION
FMCG LEAD
BRAND
CONTRIBUTION
Brand contribution measures the impact of brand alone, without financials
or other factors, in the mind of the consumer. It is the intangible asset of the brand itself, which exists in the minds of consumers. A high brand contribution score – on a scale of one to five, with five being the highest – suggests that a brand is resilient and is able to increase sales volume and charge a premium.
To measure brand contribution,
we focus on the three aspects of brands that we know make people buy more and pay more for brands: being Meaningful (a combination of emotional and rational affinity), being Different (or at least feeling that way to consumers), and being Salient (coming to mind quickly and easily when people are making category purchases). We identify the purchase volume and any extra price premium delivered by these brand associations.
The brand contribution measure
is what helps make BrandZTM such
a unique and important ranking. BrandZTM is the only brand valuation methodology that obtains this customer view through in-depth quantitative consumer research, both online and face-to-face, building up a global picture of brands on a category-by-category and market-by-market basis.
Indonesia’s Top 10 brand contribution marques are much-loved names from FMCG categories, many of which
have been store-cupboard staples in people’s homes for decades. SariWangi tea has been served for more than
Average Brand Contribution
fAverage Value f$1.0bn fAverage Value $1.3bn 40 years in this market, as have
Indomie noodles, with Bimoli cooking
oil offering more than 30 years of
heritage. In personal care, Pepsodent
has a decades-long presence in 3.2
Indonesia, Rinso has clocked up nearly
half a century of service, and Dji Sam Middle third
Soe cigarettes have been around
for more than a century. All of these
brands registered a five on the brand Average contribution scale, along with Garuda 1.4 Value Indonesia, the national airline, which $0.2bn was formed in 1949. Ciputra, A Mild Bottom third
and Agung Podomoro were among
the brands achieving a four on this 3.0
scale.
All TOP 50
4.4
Average Value $2.6bn
Top third
fTffTf48 BrandZTM Top 50 Most Valuable Indonesian Brands 2015