The combined brand value of ASEAN’s top 500 brands reached USD306.6 billion in 2025, according to the ASEAN 500 2025 report by Brand Finance. The rankings highlight brands from Singapore, Malaysia, Indonesia, Thailand, Vietnam, the Philippines, and Cambodia, highlighting the scale and diversity of Southeast Asia’s evolving marketing landscape.
“ASEAN’s top brands are proving that resilience and innovation go hand-in-hand. While the region’s 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,” said Alex Haigh, Managing Director of Brand Finance Asia Pacific.
“From DBS’ surge in financial services to PETRONAS and PTT’s dominance in energy, and Viettel’s leadership in digital connectivity, the growth of banking and telecom brands in particular underscores ASEAN’s accelerating economic transformation and expanding global influence.”
Most Valuable ASEAN Brands 2025
- DBS – $17.2 b
- PETRONAS – $14.4 b
- PTT – $9.2 b
- Viettel – $7.4 b
- BRI – $6.8 b
- OCBC Bank – $6.4 b
- UOB – $6.0 b
- Marina Bay Sands – $5.8 b
- Bank Mandiri – $5.6 b
- Maybank – $5.2 b
Strongest ASEAN Brands 2025
- Vinpearl – 97.5
- BCA – 97.1
- Vietcombank – 95.3
- SM Supermalls – 95.0
- Red Horse – 95.0
- Bank of Singapore – 94.7
- Changi Airport – 94.4
- Kalbe Farms – 94.0
- Marina Bay Sands – 93.9
- Proton – 93.9
Source: Brand Finance
DBS Rises to Top Spot in Brand Value
Singapore’s DBS rose 56% to USD17.2 billion, surpassing Malaysian energy company PETRONAS, whose brand value declined 1% to USD14.4 billion. Brand Finance attributed DBS’s growth to higher net interest income, increased card fees, and gains in wealth management and loan-related income.
PETRONAS remains ASEAN’s second most valuable brand despite the decline, which was linked to lower net profit and revenue caused by falling average realized oil and petroleum product prices, global market volatility, and the divestment of its Engen Group stake. The company remains the world’s third strongest oil and gas brand, with an AAA- brand strength rating and a Brand Strength Index (BSI) score of 83.7 out of 100.
Thailand’s PTT, with an 11% increase in brand value to USD9.2 billion, moved up one spot to third place. Brand Finance credited its steady five-year growth to operational excellence and strategic investments in refining, petrochemicals, and infrastructure.
Malaysia Airlines emerged as the fastest-growing brand in the region, with its brand value rising 209% to USD607 million. Brand Finance said the airline’s growth reflects a strong domestic recovery and renewed competitiveness in the regional aviation sector.
Vinpearl Ranks as Strongest Brand
Vietnam’s hospitality brand Vinpearl climbed two spots to become the strongest brand in ASEAN, with a BSI score of 97.5 out of 100 and an AAA+ rating. “The research highlights Vinpearl’s strong performance, supported by high price acceptance, strong brand awareness, and a solid reputation in Vietnam,” said Brand Finance.
Indonesia’s BCA, valued at USD4.4 billion and up 42%, slipped to second place among the strongest brands with a BSI score of 97.1 and an AAA+ rating. The bank also holds the title of the world’s strongest banking brand. Brand Finance noted that its success is supported by strong public perception, trust, and customer experience delivery.
Vietnam’s Vietcombank rose three ranks to become the region’s third strongest brand with a 16% increase in brand value to USD2.4 billion, a BSI score of 95.3, and an AAA+ rating. It was also recognized as the fourth strongest banking brand globally, with its visibility and familiarity reinforcing its market leadership.
Highlights from the Brand Finance ASEAN 500 2025:
- Singapore Airlines (brand value up 22% to USD2.7 billion) retains its spot as the most valuable ASEAN airline brand.
- Airport brands in ASEAN are led by Singapore’s Changi Airport (brand value up 13% to USD766 million) which also retains its title as the strongest airport brand globally.
- Viettel Group (brand value down 18% to USD7.4 billion) continues to hold its position as the diversified sector’s most valuable brand.
- Vinamilk (brand value at USD2.6 billion) remains ASEAN’s most valuable food brand, though softer consumption trends and rising competition have weighed on performance.
- Great Eastern (brand value up 36% to USD4.8 billion) has retained its position as the most valuable insurance brand in ASEAN while Takaful Malaysia (brand value up 90% to USD310 million) is the fastest-growing insurance brand in the region.
- Malaysia’s Berjaya Land (brand value up 12% to USD451 million) retained its position as the most valuable hotel brand in ASEAN.
- Singapore’s Marina Bay Sands (brand value down 4% to USD5.9 billion) remains as the region’s most valuable leisure and tourism brand.
- Three brands of the Jollibee Group from the Philippines, namely Jollibee (brand value up 8% to USD2.5 billion), Mang Inasal (brand value up 1% to USD377 million) and Chowking (brand value up 4% to USD262 million) occupy the top three positions among the restaurant brands in ASEAN.
Featured image via DBS
