In brief
Brand Finance reported the total brand value of ASEAN’s top 500 brands at $315.6 billion in 2026, an 8% gain. While banking remains the largest sector at $105.9 billion, travel and leisure brands are growing rapidly, with airlines up 67% since 2023. Brand Finance Asia Pacific’s managing director highlighted that companies investing in local relevance can expand beyond home markets.
On Friday, Xinhua reported that the total value of the top 500 brands in ASEAN reached $315.6 billion in 2026, an 8 percent increase from the previous year. The data came from a report released in Nanning, the capital of China’s Guangxi Zhuang Autonomous Region.
Banking remains the dominant industry for brand value in the region. The report by Brand Finance showed that banks accounted for $105.9 billion of the total. Seventy‑three banks tracked consistently since 2023 added $26 billion, representing almost 60 percent of the overall growth among the 378 brands analyzed.
In contrast, travel and leisure brands are gaining momentum. Airlines were the fastest‑growing sector, rising 67 percent since 2023. This shift indicates a broadening of brand strength beyond financial services.
Brand Finance noted that the diversification of brand value shows ASEAN moving toward a more balanced economy where consumer services and tourism play a bigger role.
Alex Haigh, managing director of Brand Finance Asia Pacific, said that Chinese and ASEAN companies pursuing cross‑border opportunities will find brand strength a key differentiator. “Companies that invest in reputation, customer relationships and local relevance will be better positioned to build sustainable value beyond their home markets,” he added.
Founded in 1996, Brand Finance publishes over 100 reports a year, ranking brands by sector and country. The current report highlights how ASEAN brands are evolving as the region’s markets become increasingly competitive.
As travel and technology firms grow, the mix of brand value across ASEAN suggests that companies that can adapt to local tastes and build strong reputations will thrive in a global marketplace.
