What are Indonesia's Best, Most Valuable Brands in 2015?
The 'Top 100 Indonesia brands' ranking, issued by UK-based brand consulting firm Brand Finance, has a new leader. On top of this year's list is majority state-owned telecommunications firm Telekomunikasi Indonesia (Telkom) with a brand value of USD $2.8 billion, replacing Indonesia's largest tobacco company HM Sampoerna (which fell to fourth position in this year's ranking). Other Indonesian top brands are tobacco producer Gudang Garam and Bank Mandiri, Indonesia's largest bank (by assets).
The brand value of Telekomunikasi Indonesia, the largest telecommunication and network provider in Southeast Asia's biggest economy, doubled over the past four years. Within a relatively short time-span the company's brand has strengthened considerably. Samir Dixit, Managing Director of Brand Finance in the Asia Pacific, expects that Telekomunikasi Indonesia will top the bill in the years to come.
Brand Finance specializes in the valuation of intangible assets, including brands and intellectual property. For the calculation of companies' brand value it assumes the company does not own the brand but needs to pay royalties to use it.
Top 10 Brands in Indonesia:
| Company/Brand | Sector | Brand Value |
| 1. Telekomunikasi Indonesia | Telecommunication | USD $2.81 billion |
| 2. Gudang Garam | Tobacco | USD $2.04 billion |
| 3. Bank Mandiri | Banking | USD $1.74 billion |
| 4. HM Sampoerna | Tobacco | USD $1.70 billion |
| 5. Bank Rakyat Indonesia | Banking | USD $1.30 billion |
| 6. Bank Central Asia | Banking | USD $1.11 billion |
| 7. Bank Negara Indonesia | Banking | USD $0.96 billion |
| 8. Dji Sam Soe | Tobacco | USD $0.91 billion |
| 9. Perusahaan Gas Negara | Gas | USD $0.68 billion |
| 10. XL Axiata | Telecommunication | USD $0.64 billion |
Source: Brand Finance
It is interesting to note that the top brands in Indonesia mainly involve telecommunication network providers, cigarette producers, and banks.