In brief
A Brand Finance report released in Nanning on Oct. 31 shows ASEAN’s brand market grew 8 % to $315.6 billion, driven largely by banking but also by a surge in airlines and travel brands. Travel and leisure sectors have been gaining ground, reflecting a shift toward diversified brand strength in the region. Firms expanding across ASEAN borders are encouraged to invest in reputation and local relevance to build sustainable value.
In Nanning, the capital of China’s Guangxi Zhuang Autonomous Region, a brand‑valuation study was published on Friday that announced the combined value of the region’s top 500 brands reached $315.6 billion in 2026, an 8 % increase from the previous year.
The report, prepared by the British consultancy Brand Finance, found that banking remains the dominant field. Seventy‑three banks that the study tracked over the last two years added $26 billion to the total brand value, accounting for almost 60 % of the overall jump in the 378 brands examined.
Travel and leisure, however, are carving out a growing share of the market. Brand Finance noted that airlines were the fastest‑growing major sector, with brand value rising 67 % since 2023, while other travel and leisure brands collectively gained a noticeable foothold in the valuation chart.
Alex Haigh, managing director of Brand Finance Asia Pacific, said the trend highlights how firms that build reputation, nurture customer relationships, and maintain local relevance can extend their influence beyond home markets.
Companies that invest in reputation, customer relationships and local relevance will be better positioned to build sustainable value beyond their home markets.
Haigh added that the ongoing Chinese and ASEAN corporate push into each other’s markets makes brand strength a crucial differentiator for firms seeking long‑term regional presence.
The agency, founded in 1996, aggregates over 100 reports annually that rank brands across sectors and countries. Its methodology includes a combination of market data, consumer research, and expert judgment to estimate the financial value attached to a brand’s intangible assets.
While the banking sector still accounts for the majority of ASEAN's brand value, the rise of travel and leisure brands signals a shift toward a more diversified brand landscape, and suggests that cross‑border collaborations may see an increased focus on reputation and consumer experience as key success factors.
