品牌价值-东盟最有价值和最强品牌300强2023年度报告（英）-2023.10-90页_60mb

报告摘要

Key Findings:

Highest Valued Brand: PETRONAS retains the title as ASEAN’s most valuable brand, worth USD 12.7 billion.
Strongest Brand: BCA is recognized as the strongest ASEAN brand with a AAA+ rating, despite a 3% decline in value.
Fastest Growing Brand: The Hour Glass leads with an 81% increase in value, driven by demand for luxury goods and mechanical watches.
Sector Dominance: Banking is the largest sector by brand value (31% of total), followed by Telecoms and Engineering & Construction.
Sustainability Focus: Brands investing in ESG initiatives, such as PETRONAS and Changi Airport, are gaining stronger stakeholder recognition.

Brand Leadership:

Effective Leadership: CEOs like Piyush Gupta (DBS) and Tengku Muhammad Taufik (PETRONAS) significantly influence brand perception and value growth.
Soft Power & Corporate Brands: ASEAN nation brands like Singapore and Thailand enhance their global standing, indirectly benefiting regional corporate brands.

Strategic Impacts:

Digitalization & Innovation: Banks and telecoms (e.g., UOB, Singtel) are leveraging AI and digital platforms to drive brand value.
Economic Trends: The post-pandemic recovery and increased focus on sustainability are key drivers of brand performance.

This report underscores the link between strong leadership, sustainability, and digital innovation in enhancing brand value across Southeast Asia.

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