Brand Finance’s latest data reveals Singapore’s top 100 brands surge to $78.4 billion in total brand value
SINGAPORE, 26 March 2025 – Singapore’s 100 most valuable brands reached a combined value of USD78.4 billion in 2025, showcasing the nation’s economic resilience amid global uncertainties, according to the latest Singapore 100 2025 report by Brand Finance, the world’s leading brand valuation consultancy. Three key sectors—banking, leisure & tourism, and insurance—account for 50% of the total brand value, with banking leading the charge, followed by tourism’s resurgence and the insurance sector’s expansion amid heightened risk-consciousness.
DBS (brand value up 56% to USD17.2 billion) continues its reign as Singapore’s most valuable brand for the 13th consecutive year, maintaining its AAA brand strength rating. This growth stems from higher net interest income, increased card fees, and gains in wealth management, loan-related fees, and investment banking, highlighting the bank’s resilience and multifaceted revenue streams. Securing second place is OCBC Bank (brand value up 28% to USD6.4 billion), followed by UOB (brand value up 9% to USD6.1 billion) in third.
Making an impressive debut in this year’s ranking, Bank of Singapore (brand value at USD847 million) emerges as Singapore’s strongest brand, boasting a Brand Strength Index (BSI) score of 94.7/100 and an AAA+ rating. Brand Finance’s market research has found that the brand has high levels of familiarity within Singapore while strong customer preference contributed to its high BSI score. Changi Airport (brand value up 13% to USD765 million), comes in second with a BSI score of 94.4/100 with an improved brand strength rating from AAA to AAA+, reflecting its enduring appeal and service excellence. Marina Bay Sands (brand value down 4% to USD5.9 billion), follows closely as Singapore’s third strongest brand, maintaining a BSI score of 93.9/100 and an AAA+ rating.
Alex Haigh, Managing Director, Asia-Pacific at Brand Finance, commented:
"Singapore’s brand landscape is evolving, driven by strategic expansion and shifting consumer trends. Banking remains the dominant sector, with DBS, OCBC, and UOB leading the way alongside new entrant Bank of Singapore, while the revival of tourism strengthens brands like Changi Airport and Marina Bay Sands. Grab’s rapid ascent highlights the growing power of digital platforms and innovation in shaping brand success. This year’s rankings showcase a nation balancing economic stability with forward-thinking transformation.”
Grab (brand value up 85% to USD 1.1 billion) achieves the distinction of being Singapore’s fastest-growing brand of 2025, vaulting from 26th to 14th place in the rankings. Its remarkable ascent is propelled by stellar performances in food delivery, mobility, and financial services, with food delivery rebounding from a post-pandemic decline to record-breaking revenues, while mobility benefits from surging user engagement. Higher consumer spending and advertising revenue have further fuelled its growth, while AI-driven innovations have strengthened its super-app ecosystem, reinforcing Grab’s position as a leading platform in Southeast Asia.
Other highlights from Brand Finance’s Singapore 100 2025 report:
Sustainability
Brand Finance also assesses the brands consumers consider most committed to sustainability. The 2025 Sustainability Perceptions Index will be released later this year, revealing which brands are perceived to have the strongest commitment to sustainability globally, the changing role of sustainability in driving demand, and the large amounts of value at risk, being missed, and being secured by the world’s biggest brands.
FairPrice is the top-ranked Singaporean brand for its perceived environmental and social sustainability efforts, while Changi Airport leads in governance sustainability. Both brands are also highly regarded by Singaporean respondents in these categories.
Brand Guardianship Index
The Singapore Brand Guardianship Index includes the top 3 CEOs from the country.
No.1 | Wee Ee Cheong, UOB, CEO
Wee Ee Cheong, the CEO of UOB, ranks as the highest brand guardian among Singaporean brands, maintaining a strong position at 54th in the global ranking.
No.2 | Piyush Gupta, DBS, CEO
Piyush Gupta, the CEO of DBS, ranks as the second-highest brand guardian among Singapore brands, securing the 89th spot globally
No.3 | Helen Wong, OCBC Bank, CEO
Helen Wong, CEO of OCBC Bank, ranks 93rd in the BGI ranking. This year marks OCBC Bank’s inaugural entry to the index and Helen stands tall as the only female brand guardian from the ASEAN region among the world’s top 100 leaders.
Important note: Research conducted for the BGI is as of 1st January 2025
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
