Top 50 Ranking Puts Indonesian Brands on the Global Stage
As we consider the rankings in this list of BrandZ™ Top 50 Most Valuable Indonesian Brands, it is worth acknowledging that Indonesia is only the fourth market in the world to get a ranking of this kind that focuses on a single country. This signifies the importance of Indonesia to WPP, its operating companies and to the companies with which we work.
Indonesia finds itself in exciting times. However you assess the brand landscape in this diverse archipelago, it is clear that brands have dramatically increased in importance and will continue to do so. Let’s assess the facts:
- The number of people who recommend brands to their family and friends has nearly doubled compared to three years ago, BrandZ™ data shows.
- Consumers will become more savvy as the options available to them increase, making brand loyalty more challenging but more important. Kantar Worldpanel has found that in 2014 there were 600 new brands and 4,400 new SKUs in Indonesia – in FMCG categories alone.
- Brands will increase in value. When, five years ago, WPP launched the China BrandZ™ Top 50 Brands, they were collectively worth US$279 billion. This year, the China Top 50 is worth US $444 billion.
- There will be some big winners and some big losers in the years ahead. Five of the 10 most valuable brands in the BrandZ™ Global Top 100 brands a decade ago no longer make the Top 10.
For the 50 brands in this inaugural Indonesia ranking, this acknowledgement is the direct outcome of years of dedication to business development and brand building. All of these brands and the teams of people who have worked on them should be very proud. The BrandZ™ Top 50 is not just one more ranking in an already crowded market. It shows these brands have won the hearts and minds of the people who really count – consumers – and they have built those relationships into commercial successes.
The total value of the Indonesia Top 50 brands this year stands at US$64.6 billion. If we apply the growth rate we have seen in the Global Top 100 to these Indonesian brands, then the Top 50 Indonesian brands could be worth US$105 billion by 2020. In fact, the most valuable Indonesian brand, BCA, is not far from entering the Global Top 100. We look forward to the journey ahead.