The total brand value of Southeast Asia's top 30 brands has grown by 26% since 2024, reaching a combined US$165 billion, with growth broad-based across the region: 18 brands increased in value, 16 of them at a double-digit pace, and four more than doubled.
Highlights from this B2C study, which covers Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, and draws on the opinions of more than 120,000 people about 2,050 brands across 85 categories, reveal:
- DBS is now Southeast Asia's most valuable brand, after more than doubling its value (+121%) to $24.5bn
- POSB is the fastest-rising brand in the Top 30, leaping eight places to No.13 and growing 126% to $4.4bn
- Shopee (No.4; $10.4bn; +116%) and Lazada (No.12; $4.5bn; +105%) rank among the region's fastest-growing brands, powering Retail's rise through e-commerce
- Financial Services now accounts for more than half of the Top 30's total value, with banking brands occupying five of the top 10 positions
- Telecommunications remains the second-largest category, led by Thailand's AIS (No.3; $14.6bn; +65%)
- Six new entrants join the ranking: CelcomDigi (Malaysia), VinFast (Vietnam), 99 Speedmart (Malaysia), Mayapada Hospital (Indonesia), SCB (Thailand) and B DO (Philippines)
- Southeast Asia's Top 30 outperform the Kantar BrandZ Most Valuable Global Brands on Meaning, Difference and Salience, and consumers increasingly see these brands as ‘worth it,’ reinforcing value perceptions and supporting premium pricing.
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