KUALA LUMPUR: Asean’s 500 most valuable brands recorded a combined brand value of US$315.6 billion (RM1.3 trillion) in 2026, an 8% increase year-on-year, according to the latest Asean 500 2026 report by brand valuation consultancy Brand Finance.
Banking remained the region’s largest contributor to brand value growth, although airlines and integrated resorts also recorded strong gains, reflecting a broader range of sectors driving Asean’s brand economy.
An analysis of 378 brands consistently ranked since 2023 showed their combined brand value rose 22% from US$209.6 billion to US$254.8 billion in 2026.
Of these, 73 banking brands contributed an additional US$26 billion, accounting for nearly 60% of the total increase during the period.
Singapore’s DBS retained its position as Asean’s most valuable brand, with its brand value rising 8% to US$18.6 billion, supported by record financial performance and growth in wealth management and markets trading income.
Malaysia’s Petronas remained in second place despite a 4% decline in brand value to US$13.8 billion, followed by Thailand’s PTT, which saw its brand value fall 5% to US$8.7 billion.
The rankings highlighted the continued importance of energy brands to the region, despite softer market conditions affecting their valuations.
Beyond banking, the airline sector recorded significant growth, with brands consistently tracked since 2023 posting a 67% increase in combined brand value, equivalent to US$4.5 billion.
Vietjet emerged as Asean’s fastest-growing airline brand in 2026, with its brand value surging 117% to US$906 million.
Meanwhile, Singapore’s Marina Bay Sands recorded the largest absolute brand value increase among ranked Asean brands, adding US$2.1 billion as its brand value climbed 35% to US$8 billion.
Brand Finance Asia Pacific managing director Alex Haigh said the findings reflected both the strength of Asean’s banking sector and the growing contribution of other industries.
“Nearly 60% of the growth in Asean’s brand value since 2023 has come from banking, which shows both the sector’s strength and how concentrated the region’s brand economy still is.
“Airlines and integrated resorts are now adding meaningful value of their own, giving the region a broader base for future growth,” he said.
Haigh added that Asean’s strongest brands had built their positions through strong domestic trust, but their ability to extend that strength across borders would be the next challenge.
In terms of brand strength, Vietnam’s Bao Viet topped the regional rankings with a Brand Strength Index (BSI) score of 96 out of 100 and a AAA+ rating.
Indonesia’s BCA followed closely with 95.9 points, while Thailand’s Big C ranked third with 95.8 points.
Separately, Singapore’s TeleChoice International emerged as Asean’s fastest-growing brand overall in 2026, with its brand value jumping 288% to US$53 million.
Its growth was supported by its business performance and exposure to consumer technology, enterprise digitalisation and telecommunications infrastructure.
On sustainability, Petronas led Asean brands with a Sustainability Perceptions Value (SPV) of US$1.3 billion, reflecting the brand value associated with perceptions of its sustainability efforts.
The national energy company has increasingly focused its sustainability agenda on energy transition, lower-carbon solutions and social impact.
OCBC Bank, meanwhile, recorded the region’s highest positive sustainability perceptions gap of US$17 million, indicating that its underlying sustainability performance exceeded stakeholder perceptions.
Brand Finance said this presented an opportunity for OCBC to communicate its sustainability initiatives more effectively and strengthen brand perceptions.
Overall, the findings pointed to an expanding Asean brand economy that remained heavily dependent on banking, while growth in airlines and integrated resorts highlighted emerging opportunities beyond financial services.
The report noted that sustaining this momentum would depend on how effectively brands translate business performance into customer preference, stronger brand perceptions and long-term value.
