Page 84 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 03
BRANDZTM TOP 50 MOST VALUABLE INDONESIAN BRANDS 2015
COMPANY Hanjaya Mandala Sampoerna Tbk PT BRAND VALUE US$ 1,767 million HEADQUARTERS Jakarta INDUSTRY Tobacco YEAR FORMED 1913
Premium kretek cigarette with regional reach
Dji Sam Soe is a premium brand of kretek (clove) cigarette that has more than a century of heritage in Indonesia. The brand’s name comes from the Mandarin Chinese words for the numbers two, three and four; the sum of these numbers is nine, which in
Chinese culture represents perfection. Dji Sam Soe is known to have been the favorite brand of late President Sukarno, the first president of independent Indonesia, and is exported to several markets in Southeast Asia.
In the past four years, the brand has launched two new lines, Magnum Filter, an aspirational but more affordable brand, and Magnum Blue, which appeals to young adult smokers. Dji Sam Soe’s slogan in communications has for two years been “Mahakarya Indonesia”, or “Indonesian Masterpiece”. The brand is owned in Indonesia by Hanjaya Mandala Sampoerna, which is listed on the Indonesia Stock Exchange. The company is majority owned by Philip Morris International, which is listed on the New York Stock Exchange.
ffGlobal brand encourages smokers to ‘Be Marlboro’
Marlboro is known the world over and is the largest- selling cigarette brand in the world. Its image has for decades been associated with the ‘Marlboro Man’ and his rugged cowboy image. This image has been at the heart of brand communications in Indonesia since the late 1950s, though its current advertising – which is highly restricted because of regulations on the advertising of tobacco products – carries the slogan “Be Marlboro”.
The brand is owned by Philip Morris International,
which is listed on the New York Stock Exchange, and is distributed in Indonesia by Hanjaya Mandala Sampoerna, which is listed on the Indonesia Stock Exchange and is majority owned by PMI.
84 BrandZTM Top 50 Most Valuable Indonesian Brands 2015
COMPANY Hanjaya Mandala Sampoerna Tbk PT BRAND VALUE US$ 1,669 million
HEADQUARTERS Jakarta
INDUSTRY Tobacco
YEAR FORMED 1984