Indonesia 100 2020

The annual report on the most valuable and strongest Indonesian brands

• Total value of top 100 most valuable Indonesian brands in 2020 has increased to US$40.7 billion, up 3.5% from US$39.3 billion in 2019  
• Telkom Indonesia retains title of Indonesia’s most valuable brand, but brand strength rating remains stagnant  
• Bank BRI maintains second spot, dominating as most valuable Indonesian bank  
• BCA continues to be strongest brand in Indonesia and only brand with AAA+ brand strength rating  
• PLN, a fairly new entrant, enters top 10 this year, brand value up 43% to US$2,893m 
• U Mild drops out of top 10 with a marginal brand value decrease of 8%  
• Banking sector still dominates top 10 with 4 banks featuring with a total combined value of US$10.7 billion

Financial brands continue to make up 33% of the total brand value in Brand Finance’s ranking of Indonesia’s most valuable brands. As Indonesia further develops, we expect consolidation in the banking sector, so it will be interesting to see which brands survive. Banks who can digitalise and remain relevant will be the ones who will win. While Indonesian brands have grown, they will likely face strong headwinds ahead as they are losing out to some of the other brands in the region in terms of brand competitiveness and value growth.

Samir Dixit,
Manging Director of Brand Finance Asia Pacific