Bernard Lee

PETRONAS remain as Malaysia’s Most Valuable Brand while Digi surpassed Celcom to become Malaysia’s Strongest Brand in 2019

Press release   •   Oct 11, 2019 00:54 +08

  • Total value of Top 100 Malaysia brands in 2019 has increased to US$56.1 billion, up 11% from US$50.6 billion in 2018.
  • PETRONAS continues to dominate the #1 Most Valuable Malaysia Brand 2019 for the 9th year and posting the highest positive value growth of US$1,817m making it the Most Improved Brand.
  • Digi becomes the strongest brand in Malaysia with AAA rating after taking over Celcom’s place. Digi is one of only four Malaysian brands to have the AAA brand strength index (BSI) rating in 2019.
  • Top 10 brands contribute 61% of the total value while Bottom 50 brands contribute only 7% of the total value.
  • The 4 Telcos (Celcom, Digi, Maxis and TM) have been fighting neck to neck closely for a spot within the top 10 last and this year.

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.

Malaysia’s Top 10 Most Valuable Brands

Rank 2019 Rank
2018
Brand Sector Brand Value 2019 (USDm) Brand Value 2018 (USDm) BV/EV 2019 Brand Rating 2019 Brand Rating 2018
1 1 PETRONAS Oil & Gas 13,318 11,501 24% AAA AAA-
2 2 Maybank Banks 4,209 3,160 18% AAA AAA-
3 3 Genting Hotels 3,048 3,141 26% AA- AA+
4 4 Sime Darby Food 2,808 2,468 16% A+ AA+
5 6 Tenaga Nasional Utilities 2,490 1,624 9% AAA- AA
6 7 Public Bank Banks 2,192 1,482 9% AAA AA
7 5 CIMB Banks 2,076 1,952 16% AAA- AA+
8 10 Digi Telecoms 1,546 1,228 18% AAA AAA-
9 8 Maxis Telecoms 1,406 1,462 12% AA+ AA+
10 13 AirAsia Airlines 1,364 1,011 34% AAA- AA+

Brand Finance Asia Pacific released their annual “Top 100 Malaysia Brands” 2019 rankings showing sustained growth in overall brand value by the Malaysian brands.

PETRONAS, Maybank & Genting continue to dominate the top 3 rankings in 2019 once again with a combined brand value of over US$ 20 billion.

PETRONAS continues to stay on top to be the first US$ 13.31 billion brand in Malaysia. Maybank maintains its #2 spot with a brand value of US$ 4.20 billion followed by #3 ranked Genting which had a brand value of US$ 3.04 billion highlighting the significant gap between the top 2 brands.

The US$ 34.4 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.

Digi ousted Celcom to clinch the title of the strongest Malaysian brand with its brand rating being upgraded from AAA- to AAA. Digi is now one of only four Malaysian Brands with the AAA brand rating.

The brand value gap between #1 and #2 in 2019 has widened to an astronomical figure of US$ 9 billion making it hard to displace PETRONAS from their #1 position. PETRONAS also became the most improved brand with an increase of absolute value of US$ 1,817 million this year.

There are 6 new entrants coming into this year Top 100 rankings namely Kuala Lumpur International Airport, Parkway Pantai, FFM Group, Golden Screen Cinemas, Hiap Teck Venture and KNM.

The highest intangible value brand is Padini with a brand value to Enterprise value ratio of 76%, highlighting the role of brand for business success.

Samir Dixit, Managing Director of Brand Finance Asia Pacifichighlighted that “PETRONAS is in a very strong position and it will continue to grow its brand strength and brand value while the Malaysia brands have grown considerably well overall. It is the brand strength for most brands that remains a concern. Also, the rankings remain very top heavy with 61% of the total brand value contributed by the Top 10 brands and 93% contributed by the Top 50 brands. We would like to see a more diverse mix at the top and more significant value increase at the bottom which means other brands must start focusing on their value and brand strength.”

Samir Dixit also challenged the Malaysia companies to be more brand-driven and not sales or offers-driven. These while help sell in the short term, might destroy the long term value and the strength of the brand. Brand has to be a strategic agenda for the senior management and boards and must be managed like any other business asset and not just a legal trademark.”

The Focus on Brand Strength

The brand strength, measured by Brand Strength Index (‘BSI’), a more accurate measure of brands competitiveness in the market, has remained stagnant for most Malaysian brands and while they may be doing well locally, they have been losing out to some of the key competitors in the region as they lack competitiveness outside of Malaysia market.

Digi made a significant jump to oust the strongest competitor and managed to clinch the title of the strongest Malaysian Brand as one of only four brands attaining triple-A brand rating. Other brands with the triple-A brand rating following closely behind Digi are Petronas, Maybank and Public Bank.

Malaysia’s Most Valuable Brands (11-100)

Rank 2019 Rank 2018 Brand Brand Value 2019 Brand Rating 2019 BV/EV 2019 Brand Value 2018 Brand Rating 2018
11 9 TM 1,130 AA 30% 1,230 AA+
12 12 YTL 1,106 A+ 10% 1,172 AA-
13 16 IOI (Conglomerate) 968 AA- 8% 846 A+
14 18 RHB Bank 956 AA+ 19% 659 AA-
15 17 Berjaya 926 AA- 42% 817 AA-
16 11 Celcom 921 AAA- 26% 1,217 AAA
17 15 Astro Malaysia 837 AA 29% 883 AA+
18 14 Axiata 706 AA 4% 888 AA-
19 19 Hong Leong Financial 691 AA 14% 581 AA-
20 26 AmBank 523 AA 19% 405 AA-
21 25 Sunway 505 AA- 18% 410 AA-
22 22 Misc 477 AA- 6% 458 AA-
23 21 KLK 476 A 7% 464 A
24 24 Berjaya Land 450 A- 32% 428 A
25 23 U Mobile 419 AA- 30% 430 AA-
26 30 Setia 398 AA- 9% 342 AA
27 40 Malaysia Airlines 380 AA 249 AA
28 20 Felda Global Ventures 364 A 17% 505 AA-
29 39 Bank Islam 357 AA 24% 254 AA-
30 38 Padini 355 AAA- 76% 268 AA
31 28 Gamuda 340 AA 10% 370 AA
32 33 Batu Kawan 326 A 7% 307 A+
33 29 IJM 323 AA- 9% 367 AA
34 31 Hap Seng 319 A 5% 315 AA-
35 34 Dutch Lady Milk 316 AA+ 33% 292 AAA-
36 35 Malaysia Airports 308 AA- 7% 284 AA
37 42 Proton 280 AA 18% 217 AA-
38 New KL International Airport 270 AA- 7%
39 32 Parkson 262 AA- 61% 309 AA
40 44 Sapura Energy 250 A+ 6% 210 A
41 46 Top Glove 242 AA- 7% 194 AA
42 43 Malakoff Corp 230 A+ 6% 213 AA-
43 47 Affin Bank 223 AA- 21% 188 AA
44 37 Magnum 222 A 33% 273 AA-
45 New Parkway Pantai 217 A 3%
46 36 Eco World 203 AA- 14% 276 AA
47 48 Boustead 202 A 6% 175 A-
48 45 KPJ Healthcare 202 A+ 14% 210 AA-
49 53 Kossan Rubber Industries 195 A 14% 166 A-
50 50 Time dotCom 190 AA 20% 173 AA
51 55 Umw 173 A+ 8% 158 A
52 41 Tropicana 164 A 28% 219 AA
53 60 Takaful Malaysia 157 AA- 30% 130 AA
54 58 Alliance Financial 151 A 9% 140 A+
55 59 Pos Malaysia 147 AA- 24% 136 AA
56 52 UOA Development 146 A+ 14% 168 AA-
57 57 MBSB 144 A 9% 154 AA-
58 61 DRB-Hicom 137 A 6% 122 A+
59 49 QL Resources 133 A 5% 173 AA
60 67 Gas Malaysia 122 AA- 14% 102 AA-
61 63 Westports 121 AA- 4% 113 A+
62 56 UEM Sunrise 119 BBB 6% 155 A+
63 62 Osk Holdings 116 A 13% 113 A
64 New FFM Group 113 A 2%
65 70 V.S. Industry 111 A+ 14% 85 A
66 54 Mah Sing 106 BBB 16% 165 A
67 74 Bank Muamalat 100 A+ 76 A
68 66 Matrix Concepts 99 A 29% 103 A+
69 51 IGB 91 A- 7% 172 AA
70 68 Ta Enterprise 88 BB 33% 101 A-
71 65 Press Metal 86 A- 2% 103 A-
72 69 Yes 86 A 21% 100 A+
73 76 Lpi Capital 81 A+ 5% 66 A+
74 72 Cagamas 73 BB 78 BBB
75 71 Cahya Mata Sarawak 67 A 9% 85 AA-
76 84 Dialog Group 64 A 1% 49 A-
77 77 Malayan Flour Mills 61 A 18% 63 A+
78 78 Bursa Malaysia 59 AA- 6% 59 AA+
79 64 UEM Edgenta 59 BB 11% 105 BBB
80 81 Kulim Malaysia 55 A 55 AA-
81 New Golden Screen Cinemas 47 A 7%
82 27 IHH 46 A- 0% 389 AA-
83 73 Eastern & Oriental 41 BBB 7% 77 A+
84 85 Takaful Ikhlas 41 AA- 52% 44 A+
85 91 P1 39 AA- 38% 29 AA
86 80 Bonia 38 AA- 55% 56 A+
87 90 Wah Seong 36 A 11% 31 A
88 79 Star Publications 36 A+ 62% 58 AA-
89 86 Malaysian Reinsurance 35 A- 35% 38 A-
90 87 Bumi Armada 33 A 1% 38 A
91 89 Tan Chong Motor 33 A+ 6% 31 A
92 83 Jaya Tiasa 29 A- 8% 51 AA-
93 92 Msm Malaysia 27 AA- 3% 27 AA-
94 94 Tune Ins Holding 26 AA- 24% 23 A+
95 88 Guan Chong 25 BB 5% 37 A-
96 97 Southern Steel 24 A- 6% 17 A
97 96 PPB Group 19 A 0% 18 AA-
98 102 Hiap Teck Venture 15 BB 6% 13 A-
99 95 Mmc 15 A 0% 22 AA-
100 101 KNM 13 BBB 4% 13 BBB

About Brand Finance

Brand Finance plc, the world's leading brand valuation consultancy, advises strongly branded organisations on maximising their brand value through effective management of their brands and intangible assets. Founded in 1996, Brand Finance has performed thousands of branded business, brand and intangible asset valuations worth trillions of dollars.

Its clients include international brand owners, tax authorities, Intellectual Property lawyers and investment banks. Its work is frequently peer-reviewed by the big four audit practices and its reports have been accepted by various regulatory bodies, including the UK Takeover Panel.

Brand Finance is headquartered in London and has a network of international offices in Amsterdam, Bangalore, Barcelona, Cape Town, Colombo, Dubai, Geneva, Helsinki, Hong Kong, Istanbul, Lisbon, Madrid, Moscow, New York, Paris, Sao Paulo, Sydney, Singapore, Toronto and Zagreb.