Bank Central Asia (BCA), Telkomsel, A Mild, BRI and Mandiri have snagged the top five spots in BrandZ’s Top 50 Most Valuable Indonesian Brands 2017. Taking the top spot is BCA, which grew its value 13% to US$10.5 billion.
This comes as the bank marks its 60th birthday this year. According to the BrandZ study, the bank managed to build a reputation for being accessible. It has more than 1,200 branches and 17,000 ATMs, and was shown to have a focus on digital innovations such as in-app and video banking.
Meanwhile, Telkomsel has rose two places to second place, growing 27% to US$8.6 billion. This comes as the brand ventured into new digital services and power communications to reach consumers.
Overall, the total value of the brands showcased grew 8% in the past year to US$71.6 billion. This was a marked increased compared to 2% the year before, and matches the value increase of Kantar Millward Brown’s global BrandZ Top 100 2017 study.
According to the BrandZ study, the strongest Indonesian brands were able to deliver quality products and services, purpose-led innovation and deliver on exceptional experiences. These factors grew brand value and showcase the brands’ response towards rising consumer confidence and spending power.
In terms of brand value, the banking sector was found to be one of the highest. Bank brands were found to occupy four spots in the top 10 ranking, and have an increased combine value of 9% to US$26.5 billion. The two fastest growing Indonesian banks were found to be Sinar Mas and CIMB Niaga.
Here are the top 10 Indonesian brands of 2017:
|Rank 2017||Brand||Category||Brand value 2017 ($M)||Change|
|2 (+2)||Telkomsel||Telecom providers||8,583||+27%|
|3 (-)||A Mild||Tobacco||8,297||+13%|
|6 (-)||Dji Sam Soe||Tobacco||2,411||+7%|
|8 (+1)||Gudang Garam||Tobacco||2,040||+3%|
Here are the top 50 brands in Indonesia:
The industry with the fastest growth is food and dairy, coming in with a combined value increase of 21% to US$3.2 billion. 15 FMCG brands were found in the Top 50, such as Indomie, Sarimi, biscuit brand Roma. Global brands include Sunsilk and Pepsodent.
Some other trends observed by the BrandZ report include the reigning of “mega brands” which account for 57% of the total value of Indonesia’s Top 50 ranking. Local relevance also matters, with Indonesian’s sense of identity strengthening as they look to integrate their digital lives with their rich heritage. According to Kantar Millward Brown, local brands were able to successfully connect with what it means to be a modern Indonesian.
Moreover, Indonesian consumers were found to embrace e-commerce. Local digital disruptors taking advantage of this include Bukalapak and Tokopedia, which have launched mobile shopping apps. Brands perceived to have the strongest purpose also did well in the ranking, as Indonesian consumers look to associate themselves with brands they feel are “doing good” for the world.
According to Ranjana Singh, WPP country manager for Indonesia and Vietnam, Indonesian consumers are increasingly sophisticated. Hence having a product which meets the requirements of efficacy, availability and fair pricing is no longer enough.
“Consumers will only fall in love with a brand that can express its promise in richer ways, through true innovation and an experience that is streamlined, personalised, fun and seamless,” Singh explained. 
Other trends highlighted in this year’s BrandZ Indonesia Top 50 study include:
Mega brands reign supreme. Between them, the Top 5 brands account for 57% of the total value of the entire Top 50 ($40.9bn). This is typical in fast-developing markets.
Local relevance matters. Indonesians’ sense of identity is strengthening as they look to integrate their digital lives with their rich heritage. Local brands have most successfully connected with what it means to be a modern Indonesian, but understanding and responding to this is more about agility than country of origin.
Consumers have embraced ecommerce. Local digital disruptors taking advantage of this include Bukalapak and Tokopedia, which have launched mobile shopping apps. Of the four ‘traditional’ retailers in the Top 50, only Alfa has grown its value (no.28; +10%), but all are investing heavily in new ways to engage shoppers, both online and in stores.
Purpose pays dividends. Indonesian consumers seek to associate themselves with brands they feel are doing good for the world. The brands in the Top 50 that are perceived as having the strongest purpose have increased their value 9% in three years, while those with the weakest purpose have remained static.
Newcomers to the ranking in 2017 are entertainment brand Indosiar (no.43) and biscuit brand Roma (no.50).
The accelerating growth in value of Indonesia’s brands can also influence how the country is perceived by consumers around the globe. There is a close relationship between how people feel about a country, and their attitudes towards the brands they associate with it. According to the 2017 Best Countries report developed by Y&R’s BAV Group, Indonesia ranks 39th out of 80 major markets based on consumer perception metrics, which include entrepreneurship, heritage and cultural influence. Decision makers around the world recognize the huge potential that Indonesia, the fourth largest population in the world, holds for business. Aided by its abundant natural resources and socio-economic stability, with the immediate task to break free and get ahead of the South-East Asian region. 
Unlocking the power of your brand to drive growth
Today, anything is possible.
When I think of today’s advertising landscape, I imagine a kid surrounded by piles of LEGOs. The floor is scattered with blocks—a cavalcade of shapes and colors and opportunities. Anything is possible.
As advertisers, we’re in a similar position. We’ve got countless tools, channels, and touchpoints to help us connect with users. It’s up to us how creative we want to be. With so many options, however, it’s easy to feel overwhelmed. But by using these three simple advertising tips, we can focus our efforts and start building for a new era of brand growth.
Marketing is more complex today than it has ever been, and it’s almost impossible for one brand or agency to do every single part of a campaign. We need to join forces if we’re going to produce exceptional work that will engage and excite users.
Entries in global advertising awards with three or more credited agencies have a 42% higher win rate.
Ten or 15 years ago, campaigns didn’t involve as many moving parts as they do now. These days, there are so many more touchpoints to consider and channels to fulfill, that working collaboratively is the only way that makes sense if you want to create world-class work. In fact, if we look at global advertising awards, individual entries with three or more credited agencies have a 42% higher win rate than average.
Before starting Pegasus, a Google team that partners with brands to drive business innovation, I was the Global Chief Creative Officer of the ZOO, a team within Google that helps brands and agencies creatively and effectively use Google’s platforms, technologies, and data. As a team, our focus was on fostering collaboration. When we work together, we have more space to dream and play. We can harness the power of many minds and areas of expertise, and produce something greater than the sum of its parts. An example is our work with Disney’s “Pete’s Dragon.” We partnered with our Cloud Vision API team to create a magical mobile-web AR experience, allowing users to find Elliott the Dragon in their homes and neighborhoods.
This is the age of collaboration, and it’s the brands and agencies working together that are going to make the biggest splash, and reap the greatest rewards.
2: Get creative with new technologies
“Art challenges technology, and technology inspires art.” These are the words of the great John Lasseter, Chief Creative Officer at Pixar. It’s a quote I’m constantly repeating, because artistry and technology are the backbone of modern advertising.
Today’s technology offers us so many new effective advertising tools to experiment with, and experiences to discover. At the ZOO, I worked with brands and agencies to bend, break, and play with the tech and data that was available to us. My experiences there showed me that experimentation is the key to unlocking the potential of technology for advertising.
Experimentation has played a key role in two exciting recent products from Google: Google Home, a voice-activated speaker, and Daydream, which provides a rich and immersive virtual reality user-experience.
I encourage brands and agencies to think outside the box and to question the limits of what’s possible.
When looking at the potential of new technologies like these, I encourage brands and agencies to think outside the box and to question the limits of what’s possible: How will having machine learning and evolving AI change us? What can we do with virtual assistants? What are the limits to virtual reality? How can brands get involved?
As we unlock the opportunities of new technologies and incorporate them into our advertising toolbox, we can begin to explore and create new, captivating user experiences.
3: Focus on the user
With all this new technology and data at our fingertips, it’s easy to feel overwhelmed and like we’re losing our way. So, while we’re developing and experimenting, we always need to keep the user top-of-mind. While that may sound practically impossible in this rapidly changing landscape, I’ll let you in on a secret: technology will never stop evolving, but fundamentally people really don’t change.
Of course we want more experiences, more devices, and more touchpoints—but in the end, our needs are the same. Maslow’s hierarchy is still in place. We still want food, shelter, and water—and sure, internet access might be a part of that hierarchy now. But we bend technology to suit our basic human needs.
Want some proof? If we look at Google Trends data over the last few years, there’s an almost perfect correlation between “Hangover Cure” and “Best of Netflix”—which spikes on January 1st every year.
Three guidelines to help unlock the future of advertising
Collaborate: In our complicated and constantly changing world, there are too many touchpoints for just one agency or brand to create world-class work. Collaboration is the key to bigger and better campaigns.
Experiment: Play with data and technology. Test out new tools and methods to unlock their potential for your brand.
Focus: A successful strategy places the user first. Though technology is constantly changing, the basic needs of our users remain the same.