Business Times - 08 Nov 2006
Value of top 15 S'pore brands hits record $12b
SingTel tops for fifth year running, at $2.67b
By JEAN CHUA
(SINGAPORE) Singapore's top names are now worth more than ever - a total of $12 billion, says brand consultant Interbrand. The figure is 26 per cent higher than last year, when the top 15 local brands were valued at $9.5 billion.
At the Singapore Brand Award presentation ceremony yesterday, International Enterprise (IE) Singapore deputy CEO Ted Tan said: 'We are glad to see Singapore companies paying close attention to their brands. By doing so, they can achieve more extensive market penetration and maximise their brand visibility both in local and international markets.'
The Singapore Brand Award, now in its fifth year, is IE Singapore's initiative to help Singapore companies develop their brands. Interbrand is its partner.
Rankings are based on the value of a company's brands as assessed by Interbrand, which performs similar valuations for about 3,500 brands worldwide.
Only profitable, public-listed companies are short-listed for the awards, and they must be home-grown or headquartered in Singapore for at least 10 years.
This year, Singapore Telecom topped the list for the fifth year running. Its brand value rose 8 per cent to $2.67 billion, which includes the value of its Australian unit Optus in Interbrand's calculations.
Financial institutions did well, with UOB, DBS and OCBC taking second, third and six spots. Their total brand value rose 19.1 per cent to $4.76 billion.
Coming in fourth was Asia Pacific Breweries, whose brand value went up 11 per cent to $1.36 billion.
No 5 was new entrant Shangri-La, whose brand is worth $1.22 billion.
When a company owns more than one brand name, a portfolio of its flagship brands is considered instead. This is typically the case for F&B manufacturers such as F&N, Petra Foods and Food Empire.
The other top brands this year are Tiger Balm, Creative Technology, OSIM, Brands, Singapore Airlines and Great Eastern Life.
In particular, Interbrand said wellness products such as Brands, OSIM and Eu Yan Sang are making serious headway establishing themselves in the region.
Interbrand's managing director and director of Asia-Pacific, Stuart Green, said: 'Leading Singapore companies continue to realise the rewards of moving up the value chain; the need to own the consumer relationship and benefit from the premium and loyalty this confers.'
New this year was a 'Top Five Fastest Growing Brands' category, which named Eu Yan Sang, OSIM, UOB, Super Coffeemix and Popular.
Copyright © 2005 Singapore Press Holdings Ltd. All rights reserved.
Wednesday, November 08, 2006
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