The annual report on the most valuable Singaporean brands.
Singtel is named the strongest brand in 2018 and one of the three brands with triple-A brand rating, along with DBS and Singapore Airlines. OCBC has loses its triple-A brand rating and has dropped behind the 3 brands and Starhub.
While the Singapore brands have grown considerably well overall, it is the brand strength for most brands that still remains a concern. Also, the rankings still remains very top heavy with 59% of the total brand value contributed by the Top 10 brands and 95% contributed by the Top 50 brands. We would like to see a more diverse mix at the top and more significant value increase at the bottom which means other brands must start focusing on their value and brand strength.
Samir Dixit, Managing Director, Brand Finance Asia Pacific