Page 49 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Introduction BRAND CONTRIBUTION
Top 10 Brands by Brand Contribution
Top 50 Rank Rank
214 418 627 820 10 35
Category
Food and Dairy Personal Care Airlines
Real Estate Real Estate
Brand Brand Value Contribution Brand 2015 $M Index
Indomie 1,039 5 Pepsodent 659 5 Garuda Indonesia 354 5 Ciputra 484 4 Agung Podomoro 267 4
1
25
Soft Drinks
SariWangi
402
5
3
50
Food and Dairy
Bimoli
110
5
5
17
Home Care
Rinso
949
5
7
9
Tobacco
Dji Sam Soe
1,767
5
9
5
Tobacco
A Mild
5,882
4
Top 50 Indonesian brands
Top 50 average
Brand Contribution 3
Top 5
Brand Contribution 4
Brands 6-25 4 Brands 26-50 2
Brand romance – the little things that make a diference
There are many factors that give a brand Power and Premium, the two contributors to a Brand Contribution score. One of these factors is love – a genuine fondness that consumers feel for
a brand and that helps it command a premium over the competition and achieve higher volume sales. While top Indonesian brands score well
on most other measures compared to leading global brands, one area where there remains potential for improvement is on the love score. The average love score for all brands worldwide is 100; the most valuable 50 global brands achieve 131 on the love scale, but the Top 50 in Indonesia generate just 108.
In Indonesia, many of the brands that punch above their inancial weight in the Top 50 perform so well
because they are loved. The most loved brand in the ranking was Indomie noodles, achieving a love
score of 145, followed by Pepsodent toothpaste (138), and SariWangi tea (137).
Love is not just a ‘nice to have’ factor for brands; it makes a real diference to the bottom line. When the strongest global brands are tracked over 10 years, the value of love becomes clear. Those
with the best love scores registered 227 percent growth in brand value globally in the past decade, while those with the lowest love scores grew their brand value just 22 percent over the same period.
Brands can punch above their inancial weight in the BrandZM rankings by focusing on making meaningful connections with
consumers. These connections must be about more than simply being top of mind, or delivering good quality and value. They must be built on emotion, and the most successful brands deliver meaning
not just through their products but through their communications, creating emotional, memorable links with consumers’ lives. FMCG brands ind it easier to build meaning as they have more frequent connections with consumers, but the strongest of them ind ways to deepen their role in consumers’ lives. Service brands can build meaning by looking beyond the traditional role their category plays and develop new experiences for people to interact with them and experience their values.
THEORY IN ACTION
Indonesia’s leading bottled water brand, Aqua, is using its Ada Aqua campaign to give consumers reasons
to consume water more frequently by linking good hydration with feeling alert and ready to focus on important tasks. Aqua has a BrandZM score on the meaningful index of 242 – a huge premium compared to the average of all brands globally, which is 100. The instant noodle brand Indomie (222 on the meaningful index) continuously refreshes its range with new variants, often in typically Indonesian lavors, and appeals to the masses with its highly emotional advertising.
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