The Straits Times / The Business Times News on OSIM

Value of top 15 Singapore brands soars 26% to $12b

WHAT'S in a name? About $12 billion if you are talking about the collective worth of Singapore's 15 most valuable brands.

An annual ranking estimated that their value has rocketed 26 per cent from last year's $9.5 billion, but one thing has stayed the same - SingTel remains at the top of the list. The telco's brand is estimated to be worth $2.7 billion with United Overseas Bank next at $2.2 billion and DBS Bank with $1.5 billion.

The one dark horse was hotel chain Shangri-La, which failed to make the cut last year but stormed in to clinch fifth position this time around.

IE Singapore and Interbrand Singapore compiled the league table by assessing a brand's earnings, strength, history and consistency of its market position. Those that make the shortlist must have originated in Singapore or have been headquartered here for at least 10 years, belong to a publicly listed company and have at least 10 per cent of its revenue generated overseas.

That last requirement meant familiar names such as M1 and StarHub were out of the running.

'SingTel is a familiar heritage brand,' said the telco's deputy group chief executive, Ms Chua Sock Koong. 'Being the No. 1 brand in the market makes it all the more challenging to ensure that we stay on top.'

Interbrand managing director Stuart Green said two things stood out from this year's results - the continuing trend for revenue to come increasingly from regional or international markets and the growth of new sectors such as health and wellness brands.

'Sustained growth comes from companies getting closer to their consumers and understanding their needs and wants,' he said. 'Leading Singapore companies continue to realise the rewards of moving up the value chain.'