Each year Millward Brown releases the "BrandZ Top 50 Most Valuable Indonesian Brands". The ranking - based on brand value - is determined by combining a company's financial value created by a brand and brand contribution. Bank Central Asia (BCA) managed to grow its value by 13 percent to USD $10.5 billion over the past 12 months, from USD $9.4 billion in the 2016 edition.

Indonesians tend to opt for BCA when needing banking services because the company successfully built a reputation for being accessible. For example, its ATM cash machines are available throughout a large part of Indonesia, while its competitors have a more limited scope. BCA also has a strong reputation for differentiation and innovation within Indonesia's banking sector.

On second position comes mobile phone network operator Telkomsel, unit of Indonesia's leading telecommunication network provider and operator Telekomunikasi Indonesia (Telkom). Telkomsel jumped two places, growing 27 percent to USD $8.6 billion. The company is growing strongly on Indonesia's rapid adoption of mobile technology, reflected by rapidly rising Internet and smartphone penetration.

A quick look at the table below shows the most valuable brands in Indonesia are dominated by brands related to the banking, tobacco and telecom sectors. While there is still room for growth in Indonesia's banking and telecommunication sectors, analysts have become rather pessimistic about growth of Indonesia's tobacco industry as the government has implemented various regulations and taken steps that are negative for this industry (for example limitations to tobacco advertisement as well as higher excise taxes and VAT)

Top 10 Most Valuable Brands in Indonesia:

Brand   Value
(USD bln)
Bank Central Asia (BCA)    10.5   +13% Banking
Telkomsel     8.6   +27% Telecom
A Mild     8.3   +13% Tobacco
Bank Rakyat Indonesia (BRI)     8.0    +2% Banking
Bank Mandiri     5.4    +2% Banking
Dji Sam Soe     2.4    +7% Tobacco
Surya     2.1    -1% Tobacco
Gudang Garam     2.0    +3% Tobacco
Marlboro     2.0    +9% Tobacco
Bank Negara Indonesia (BNI)     1.8   +18% Banking

Source: BrandZ Top 50 Most Valuable Indonesian Brands 2017