SINGAPORE, July 15 — DBS has emerged as Southeast Asia’s most valuable brand in the latest Kantar BrandZ™ Southeast Asia 2026 ranking, with the region’s top 30 brands recording a combined brand value of US$165.3 billion.
The third edition of the Kantar BrandZ Southeast Asia ranking revealed that the region’s strongest brands have demonstrated significant resilience despite a challenging global economic environment, with their combined value increasing 26 per cent since 2024.
Kantar, a global data, analytics and AI company, said the growth was driven by strong consumer relevance, brand differentiation and the ability of leading companies to build deeper connections with customers.
The report showed that 18 brands among the top 30 increased their value, with 16 achieving double-digit growth, while four brands more than doubled their brand value compared with the previous ranking.
Financial services continued to dominate the list, contributing more than half of the total value among the top 30 brands. Banking brands also occupied five of the top 10 positions, reflecting strong consumer trust and the increasing role of financial institutions in everyday life.
DBS topped the ranking with a brand value of US$24.5 billion, surpassing Indonesia’s BCA to become Southeast Asia’s most valuable brand. The Singapore-based bank more than doubled its brand value since 2024, supported by its focus on sustainability, financial security and customer trust.
Kantar said DBS’s strong positioning was reinforced by its recognition as Asia’s Safest Bank for 17 consecutive years, while its brand strategy has successfully expanded beyond Singapore into multiple markets.
Meanwhile, POSB (People’s Own Savings Bank) recorded the fastest growth among the top 30 brands, climbing eight places to rank 13th with a brand value of US$4.4 billion, representing a 126 per cent increase.
The Singapore bank strengthened its brand identity through its “Neighbours first, bankers second” purpose, community-focused initiatives and emotionally driven campaigns. Its “Treat Yourself Right” campaign, which uses generative AI technology to help customers visualise their future selves, was highlighted as an example of how technology can strengthen consumer engagement.
E-commerce brands also continued to gain momentum, with Lazada ranked 12th at US$4.5 billion, recording a 105 per cent increase in brand value. Kantar attributed Lazada’s growth to its focus on quality, authenticity and trust, including its “100% Legit” guarantee aimed at improving consumer confidence across diverse Southeast Asian markets.
Rika Sharma, Executive Managing Director for Southeast Asia and Singapore at Kantar, said the region’s most valuable brands succeeded by creating meaningful connections with consumers based on needs that transcend markets and cultures.
“Southeast Asia’s most valuable brands have earned their place by building deep, meaningful connections with consumers around enduring human needs,” she said.
She added that brands would need to continue innovating, expanding into new areas and using consumer insights powered by AI to create long-term growth and maintain differentiation.
Malaysian Brands Enter Southeast Asia’s Top 30
The 2026 Kantar BrandZ ranking also saw six new brands entering the Southeast Asia Top 30 list, including companies from Malaysia, Vietnam, Indonesia, Thailand and the Philippines.
Among the newcomers were Malaysian telecommunications provider CelcomDigi, ranked 14th with a brand value of US$4.2 billion, and Malaysian retailer 99 Speedmart, ranked 21st with a value of US$2.6 billion.
Other new entrants included Vietnam-based electric vehicle manufacturer VinFast at 15th with US$4 billion, Indonesia’s Mayapada Hospital at 24th with US$2.4 billion, Thailand’s Siam Commercial Bank (SCB) at 28th with US$1.4 billion, and the Philippines’ BDO at 29th with US$1.4 billion.
Kantar said these brands achieved strong growth by developing clear market positioning and communicating their unique strengths effectively to consumers.
VinFast, for example, gained recognition through its “For a Green Future” mission, combining electric mobility solutions with ecosystem innovations such as GreenSM Taxi services.
Meanwhile, Mayapada Hospital strengthened its position by promoting premium healthcare services within Indonesia, aiming to reduce the need for overseas medical treatment through digitally driven customer engagement.
Southeast Asian Brands Strengthen Consumer Value
Kantar’s report highlighted that Southeast Asia’s leading brands continued to outperform the global Kantar BrandZ Most Valuable Brands in three key areas — Meaning, Difference and Salience.
The findings indicated that consumers increasingly view Southeast Asian brands as offering strong value, with companies that demonstrate meaningful differentiation better positioned to justify premium pricing and maintain customer loyalty.
Kantar said the ability to combine strong brand purpose, innovation and technology adoption will be critical for Southeast Asian companies seeking continued growth in an increasingly competitive global market.
— MINUTESMY
