{"id":35973,"date":"2025-10-15T03:30:33","date_gmt":"2025-10-15T02:30:33","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=35973"},"modified":"2025-10-15T03:30:34","modified_gmt":"2025-10-15T02:30:34","slug":"dbs-overtakes-petronas-to-become-aseans-most-valuable-brand-in-2025","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/dbs-overtakes-petronas-to-become-aseans-most-valuable-brand-in-2025","title":{"rendered":"DBS overtakes PETRONAS to become ASEAN\u2019s most valuable brand in 2025"},"content":{"rendered":"\n<p><strong><em>New Brand Finance data reveals top 500 ASEAN brands are valued at $306.6 billion in 2025<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>USD17.2 billion brand value: DBS leads as the region\u2019s most valuable brand<\/strong><\/li>\n\n\n\n<li><strong>Vietnam\u2019s Vinpearl: Strongest ASEAN brand of the year<\/strong><\/li>\n\n\n\n<li><strong>Fastest-growing ASEAN brand champion: Malaysian Airline<del>'<\/del>s<ins>\u2019<\/ins> value triples<\/strong><\/li>\n\n\n\n<li><strong>PETRONAS tops the 2025 Sustainability Perceptions Index in ASEAN<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>KUALA LUMPUR, 15th October 2025<\/strong> \u2013 ASEAN\u2019s top 500 brands hold a collective value ofUSD306.6 billion in 2025, showcasing the remarkable growth across Southeast Asia, underscoring a dynamic period of economic transformation, digital innovation, and regional integration.<\/p>\n\n\n\n<p>According to the latest <a href=\"https:\/\/brandirectory.com\/reports\/asean\" target=\"_blank\" rel=\"noopener\">ASEAN 500 2025<\/a> report by Brand Finance, the world\u2019s leading brand valuation consultancy, the rankings feature leading brands from six countries including Singapore, Malaysia, Indonesia, Thailand, Vietnam, the Philippines, and one telecoms brand from Cambodia, highlighting the scale and diversity of the region\u2019s evolving marketing landscape.<\/p>\n\n\n\n<p>This year, Singapore\u2019s <strong>DBS<\/strong> (brand value up 56% to USD17.2 billion) has overtaken Malaysian energy giant<strong> PETRONAS<\/strong> (brand value down 1% to USD14.4 billion) to become ASEAN\u2019s most valuable brand of the year. <del><\/del><\/p>\n\n\n\n<p><ins><del>&nbsp;<\/del><\/ins>Brand Finance\u2019s analysis finds that DBS\u2019 brand value growth is driven by higher net interest income, increased card fees, and gains in wealth management and loan-related income.<\/p>\n\n\n\n<p>Despite a slight drop in brand value,&nbsp;PETRONAS&nbsp;remains&nbsp;ASEAN\u2019s second most valuable brand.&nbsp;The decline is&nbsp;largely due&nbsp;to a decrease in net profit and revenue, driven by lower average realised oil and petroleum product prices, global market volatility, and the&nbsp;financial impact&nbsp;of divesting its stake in the Engen Group. Globally, PETRONAS is ranked as the third strongest oil &amp; gas brand,&nbsp;maintaining its AAA- brand strength rating and Brand Strength Index (BSI) score of 83.7\/100.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Another ASEAN oil &amp; gas brand, Thailand\u2019s <strong>PTT<\/strong> (brand value up 11% to USD9.2 billion), climbed up one spot to become the region\u2019s third most valuable brand of 2025. Over the past five years, PTT\u2019s brand value has steadily grown, driven by operational excellence and strategic investments in refining, petrochemicals, and infrastructure, contributing to both business and the nation\u2019s economic growth.<\/p>\n\n\n\n<p>With a remarkable tripling of its brand value, <strong>Malaysia Airlines <\/strong>(brand value up 209% to USD607 million) has emerged as the fastest-growing brand in ASEAN this year. The extraordinary achievement reflects not only the airline\u2019s domestic resurgence but also its strengthened position within the region\u2019s highly competitive aviation and transport landscape.<\/p>\n\n\n\n<p>This year, Vietnam\u2019s leading hospitality and resort brand,<strong>Vinpearl<\/strong> (brand value at USD204 million)<ins>,<\/ins> climbed up two spot to achieve the significant milestone of becoming the strongest brand in the region. Vinpearl stands out with a BSI score of 97.5\/100, and an AAA+ brand strength rating based on Brand Finance\u2019s Vietnamese consumer market research. The<ins> <\/ins>research highlights Vinpearl\u2019s strong performance, supported by high price acceptance, strong brand awareness, and a solid reputation in Vietnam.<\/p>\n\n\n\n<p><strong>BCA<\/strong> (brand value up 42% to USD4.4 billion) of Indonesia slipped one spot to become the second strongest brand in the region. With a BSI score of 97.1\/100 and an AAA+ brand strength rating, BCA is also the strongest banking brand globally. Brand Finance\u2019s market research in Indonesia highlights the bank\u2019s continued success being driven by its strong public perception, widespread trust, and consistent delivery of high-quality customer experiences.<\/p>\n\n\n\n<p>One of Vietnam\u2019s largest and most established financial institutions,<strong> Vietcombank <\/strong>(brand value up 16% to USD2.4 billion)<ins>,<\/ins> ranks as the third strongest brand in ASEAN in 2025 after going up three ranks. It achieved a BSI score of 95.3\/100, and an AAA+ brand strength rating. The financial giant also takes the title of being the fourth strongest banking brand globally. <strong>Vietcombank<\/strong>\u2019s performance is attributed to its high visibility and familiarity, reflecting its market leadership and nationwide presence.<\/p>\n\n\n\n<p><strong>Alex Haigh, Managing Director of Brand Finance Asia Pacific, commented:<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00a0\u201c<em>ASEAN\u2019s top brands are proving that resilience and innovation go hand-in-hand. While the region\u2019s combined brand value still trails larger Asian markets like China and Japan, the rapid rise of ASEAN brands is starting to push global players and reshape competition. From <strong>DBS<\/strong>\u2019 surge in financial services to <strong>PETRONAS<\/strong> and <strong>PTT<\/strong>\u2019s dominance in energy, and <strong>Viettel<\/strong>\u2019s leadership in digital connectivity, the growth of banking and telecom brands in particular underscores ASEAN\u2019s accelerating economic transformation and expanding global influence\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p><a href=\"https:\/\/brandirectory.com\/reports\/sustainability-perceptions-index\" target=\"_blank\" rel=\"noopener\">Sustainability Perceptions Index 2025 report<\/a> by Brand Finance quantifies the financial value of sustainability perceptions and highlights the gaps between brand reputation and actual ESG performance. The 2025 Sustainability Perceptions Index reveals that<strong> PETRONAS<\/strong> leads the ASEAN region in its Sustainability Perceptions Value (SPV) standing at USD1.3 billion. In terms of the sustainability performance gap, <strong>DBS<\/strong> stands out with the highest positive gap value of USD107 million among ASEAN brands ranked. &nbsp;<\/p>\n\n\n\n<p>The top six brand guardians in ASEAN are Wee Ee Cheong (CEO of <strong>UOB<\/strong>), Dr Kongkrapan Intarajang (CEO of <strong>PTT)<\/strong>, Khairussaleh Ramli (CEO of <strong>Maybank)<\/strong>, Tao Duc Thang (CEO of <strong>Viettel<\/strong>), Helen Wong (CEO of <strong>OCBC Bank<\/strong>) and Tengku Muhammad Taufik (<del> <\/del>CEO of <strong>PETRONAS<\/strong>).<\/p>\n\n\n\n<p><strong>Key highlights from the Brand Finance ASEAN 500 2025 report include:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Singapore Airlines<\/strong> (brand value up 22% to USD2.7 billion) retains its spot as the most valuable ASEAN airline brand.<\/li>\n\n\n\n<li>Airport brands in ASEAN are led by Singapore\u2019s <strong>Changi Airport <\/strong>(brand value up 13% to USD766 million) which also retains its title as the strongest airport brand globally.<\/li>\n\n\n\n<li><strong>Viettel Group<\/strong> (brand value down 18% to USD7.4 billion) continues to hold its position as the diversified sector\u2019s most valuable brand. &nbsp;<\/li>\n\n\n\n<li><strong>Vinamilk<\/strong> (brand value at USD2.6 billion) remains as ASEAN\u2019s most valuable food brand, though softer consumption trends and rising competition have weighed on performance.<\/li>\n\n\n\n<li><strong>Great Eastern<\/strong> (brand value up 36% to USD4.8 billion) has retained its position as the most valuable insurance brand in ASEAN while <strong>Takaful Malaysia <\/strong>(brand value up 90% to USD310 million) is the fastest-growing insurance brand in the region. &nbsp;<\/li>\n\n\n\n<li>Malaysia\u2019s<strong> Berjaya Land (<\/strong>brand value up 12% to USD451 million) retained its position as the most valuable hotel brand in ASEAN. &nbsp;<\/li>\n\n\n\n<li>Singapore\u2019s<strong> Marina Bay Sands<\/strong> (brand value down 4% to USD5.9 billion) remains as the region\u2019s most valuable leisure and tourism brand. &nbsp;<\/li>\n\n\n\n<li>Three brands of the Jollibee Group from Philippines, namely <strong>Jollibee<\/strong> (brand value up 8% to USD2.5 billion), <strong>Mang Inasal <\/strong>(brand value up 1% to USD377 million) and <strong>Chowking<\/strong> (brand value up 4% to USD262 million) conquer the top three position among the restaurant brands in ASEAN.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>New Brand Finance data reveals top 500 ASEAN brands are valued at $306.6 billion in 2025 KUALA LUMPUR, 15th October 2025 \u2013 ASEAN\u2019s top 500 brands hold a collective value ofUSD306.6 billion in 2025, showcasing the remarkable growth across Southeast Asia, underscoring a dynamic period of economic transformation, digital innovation, and regional integration. According to [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[322,12,11],"class_list":["post-35973","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-asean","tag-brand-valuation","tag-featured"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35973","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/press-release"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=35973"}],"version-history":[{"count":2,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35973\/revisions"}],"predecessor-version":[{"id":35976,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35973\/revisions\/35976"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/4452"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=35973"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=35973"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}