Celcom rings in as strongest Malaysian brand

Though Petronas continues to dominate the #1 Most Valuable Malaysia Brand for 2017, it is Celcom in this top 100 list that has reached the winning goalpost.

Celcom is named the strongest brand as a first timer with the only brand attaining triple-A brand rating replacing CIMB this year.

CIMB has lost its rating and fallen behind. Digi, PETRONAS and Maybank are following closely behind Celcom with their AAA- rating.

Celcom has taken over the title of the strongest Malaysian brand from CIMB and the only brand with AAA brand rating while Digi manages to get back to the top 10 with TM just out of the top 10 position

Every year, leading brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test, evaluating which are the most powerful and valuable, publishing the Brand Finance Top 100 Malaysia Brands.

Samir Dixit, Managing Director of Brand Finance Asia Pacific said, “while the Malaysia brands have grown considerably well overall, it is the brand strength for most brands that still remains a concern.”

“Also, the rankings still remains very top heavy with 61% of the total brand value contributed by the Top 10 brands and 93% contributed by the Top 50 brands. A more diverse mix at the top would be preferable.”

“PETRONAS,” Samir added, “is in a very strong position and it will continue to grow its brand strength and brand value.”

The total value of Top Malaysia brands in 2017 has increased to US$45.5bn, up 15% from US$39.3 billion in 2016.

The US$ 27.5 billion combined value of top 10 brands make up for 61% of the total value of the top 100. This shows the significant effort required by the brands outside of top 10 in terms of brand strength improvement and revenue growth if they wish to compete in the top 10 space.

PETRONAS, Genting & Maybank continue to dominate the top 3 rankings in 2017 with a combined brand value of over US$ 15 billion.

The brand value gap between #1 and #2 in 2017 continues to be an astronomical figure of US$ 7 billion making it hard to displace PETRONAS from their #1 position. Sime Darby became the most improved brand with an increase of absolute value of US$ 586 million this year.

There are 5 new entrants coming into this year Top 100 rankings namely OSK, Takaful Malaysia, Press Metal, Gas Malaysia and Altel.

The highest intangible value brand continues to be Padini Holdings with a brand value to Enterprise value ratio of 57%, a slight increase of 1% comparing to last year highlighting the role of brand for business success.

Malaysia’s Top 10 Most Valuable Brands 

Rank 2017 Rank
2016
Brand Sector Brand Value 2017 (USDm) Brand Value 2016 (USDm) BV/EV 2017 Brand Rating 2017 Brand Rating 2016
1 1 PETRONAS Oil & Gas 10,596 10,024 18% AAA- AA+
2 2 Genting Hotels 3,179 2,996 25% AA AA
3 3 Maybank Banks 2,548 2,050 15% AAA- AA+
4 6 Sime Darby Food 2,225 1,639 13% AA- AA
5 5 CIMB Banks 1,894 1,716 19% AA+ AAA-
6 7 Tenaga Nasional Utilities 1,583 1,187 6% AA AA
7 9 Public Bank Banks 1,477 1,087 8% AA+ AA
8 4 YTL Engineering & Construction 1,468 1,895 13% A AA-
9 10 Maxis Telecoms 1,369 1,080 11% AA+ AA+
10 11 DiGi Telecoms 1,244 947 13% AAA- AA+

Rank 2017 Rank 2016 Brand Brand Value 2017 Brand Rating 2017 BV/EV 2017 Brand Value 2016 Brand Rating 2016
11 8 TM 1,215 AA+ 18% 1,101 AA
12 17 Celcom 909 AAA 17% 500 AA
13 15 Berjaya 825 A 32% 613 A+
14 13 Astro Malaysia 786 AA 19% 810 AA+
15 12 IOI Group 732 A+ 6% 859 A+
16 14 Axiata 679 AA- N/A 625 AA
17 16 RHB Bank 627 A+ 14% 506 A+
18 28 Setia 572 A+ 17% 251 A+
19 22 Airasia 535 AA+ 12% 323 AA
20 20 Hong Leong Financial 472 AA- 11% 353 A+
21 24 KLK 436 A- 6% 312 AA-
22 18 Felda Global Ventures 423 A 15% 389 A
23 21 Sunway 398 A+ 17% 330 A
24 27 AmBank 392 AA 12% 279 A+
25 19 Misc 365 A 4% 386 AA-
26 26 IHH 336 A- 2% 280 A+
27 42 IJM 326 A 8% 162 AA-
28 23 Malaysia Airlines 314 A+ N/A 316 A
29 37 U Mobile 301 AA- 31% 185 A
30 25 Magnum 276 A+ N/A 289 A+
31 32 Eco World 242 A+ 16% 209 A+
32 31 Hap Seng 241 A+ 4% 215 A+
33 34 Gamuda 238 A+ 6% 195 AA-
34 33 Bank Islam 233 AA- 14% 196 A
35 41 Parkson 233 AA- 35% 164 A
36 30 Sapura Energy 229 A 4% 227 A
37 40 Batu Kawan 226 A- 6% 173 A
38 35 Dutch Lady Milk 226 AA- 28% 191 A+
39 44 Mah Sing 214 BBB 20% 155 A-
40 29 Proton 212 A+ 14% 234 A+
41 58 Padini 206 AA- 57% 88 A+
42 36 Malaysia Airports 196 AA- 5% 189 AA-
43 39 Malakoff 182 A+ 4% 179 A+
44 72 Tropicana 175 A+ 27% 46 A-
45 47 Kossan Rubber Industries 161 BBB 15% 140 A+
46 49 Top Glove 160 A+ 11% 130 AA-
47 0 OSK 158 A 31% A-
48 51 DRB-HICOM 156 A- N/A 125 A+
49 45 KPJ Healthcare 156 A 11% 149 A
50 50 Affin Bank 150 AA- 14% 130 A
51 57 UOA Development 143 A 19% 103 A
52 59 IGB 143 A+ 13% 88 A
53 43 QL Resources 137 AA- 9% 157 AA-

Brand Finance Asia Pacific released their annual “Top 100 Malaysia Brands” rankings showing sustained growth in overall brand value by the Malaysian brands, at The Westin Hotel, Kuala Lumpur.


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