Indonesia's most valuable brands

A list of Indonesia's 10 most valuable brands has been released by Brand Finance Asia Pacific.

According to Berita Satu, Brand Finance Asia Pacific's Managing Director, Samir Dixit, discussed Indonesia's most valuable brands during a meeting on 18 July 2014 (see here).  According to the Berita Satu (see here), the top 10 are:

1. Sampoerna (US$2,25 billion)
2. Telkom Indonesia ($1,92 billion)
3. Bank Mandiri ($1,66 billion)
4. Gudang Garam ($1,32 billion)
5. Dji Sam Soe ($1,11 billion)
6. Bank Rakyat Indonesia ($893 million)
7. Bank BCA ($857 million)
8. Perusahaan Gas Negara ($803 million)
9. Bank Negara Indonesia ($780 million)
10. Garuda Indonesia ($605 million).

The Jakarta Globe (which is owned by Berita Satu) quotes Samir Dixit as saying that only three companies in the top 10 "place enough focus on their brands" (see here).  He compared the ratio of their brand value compared with their enterprise value, and flagged the following three companies as having demonstrated good performance:

1. Gaurda Indonesia (37 percentage points)
2. Sampoerna (18 percentage points)
3. Gudang Garam (16 percentage points)

62,455 trademark applications were filed in 2012 (see our post here), and based on 2011 data it is expected that around 90% of these were filed by domestic persons/entities.  It is clear that local business appreciates the importance of securing trademark protection, but based on these comments from Brand Finance it appears that more resources need to be committed to commercializing IP assets.