Page 83 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Top 50 BRAND PROFILES
COMPANY Bank Negara Indonesia Persero Tbk PT BRAND VALUE US$ 2,042 million HEADQUARTERS Jakarta INDUSTRY Banks YEAR FORMED 1946
Emphasis on Shariah- compliant inancial services
BNI (Bank Negara Indonesia) is best known as a provider of credit and banking services for large government projects
as well as big business and smaller enterprises. Calling itself the “Pride of the Nation” in its communications, BNI is also regarded as a leader in Shariah-compliant inancial services, from current accounts and credit cards to investment services, mortgages and insurance. BNI’s consumer banking arm has issued credit cards to 1.7 million people, who can use them with 40,000 merchants.
BNI works closely with universities to generate new customers, and has run a series of recent marketing campaigns involving competitions for children with trips to Disneyland as prizes. It has also partnered with the national airline, Garuda Indonesia, on promotions. The bank has won a host of recent industry awards, particularly for its Islamic banking products. BNI has oices in London, New York, Singapore, Tokyo, Osaka and Hong Kong, and a South Korean branch is expected to open soon. In 1996, BNI became the irst state-owned bank to list on the Indonesia Stock Exchange when 25 percent of its equity was sold to the public. The bank remains majority state-owned.
Full-lavor cigarette brand approaches 60th anniversary
Surya is a popular brand of machine-rolled cigarette in the full-lavor segment of the tobacco market. A low-tar, low- nicotine variant called Surya Pro Mild is also produced under the Surya name. Both are part of the tobacco company Gudang Garam, which has been producing cigarettes in Indonesia since 1958, initially by hand and, at that time, often using dried corn husks as wrappers. Production of machine- rolled cigarettes began in 1979, but several hand-rolled varieties are still in production and those brands remain popular. The town of Kediri in Eastern Java has housed
the Gudang Garam processing center since the company began, and is reported to provide about 73 percent of the town’s income.
Cigarette advertising is highly restricted in Indonesia, but the tobacco category remains one of the biggest spenders on advertising in the country. Gudang Garam has been listed on the Indonesia Stock Exchange since 1990, but it remains majority-owned by the Wonowidjojo family that founded the business.
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COMPANY Gudang Garam Tbk PT BRAND VALUE US$ 1,939 million HEADQUARTERS Kediri
INDUSTRY Tobacco
YEAR FORMED 1958