In brief
The Brand Finance report released in Nanning on 31 October 2026 details that the 500 largest ASEAN brands were worth $315.6 billion, marking an 8 % year‑on‑year increase. Banking kept its lead as the biggest sector, valued at $105.9 billion, while travel and leisure brands showed significant growth, particularly airlines which rose 67 % since 2023. Alex Haigh of Brand Finance Asia Pacific highlighted that brand strength will be decisive as Chinese and ASEAN firms expand cross‑border markets.
Nanning, China – The total value of the top 500 brands in the Association of Southeast Asian Nations (ASEAN) reached $315.6 billion in 2026, an 8 percent rise from the previous year, a report released on Friday in Nanning announced. The data were compiled by the British brand‑valuation consultancy Brand Finance and were published by Xinhua.
Banking remains the most valuable sector in the region, with a combined valuation of $105.9 billion. According to the report, 73 banks have been tracked consistently since 2023, contributing $26 billion of the total increase among the 378 brands analysed, which represents nearly 60 percent of the growth noted that year.
Growth in Travel and Leisure
While banking dominates, travel and leisure brands are emerging as fast‑growing categories. Airlines were the quickest expanding major sector, recorded a 67 percent increase in brand value since 2023, the report notes. The broader travel sector’s recovery has also reshaped the overall brand landscape in ASEAN.
Brand Finance’s methodology tracks brand value across a broad set of industries, publishing more than 100 reports annually. The 2026 assessment covers over 1,100 brands worldwide, focusing on those measured consistently across consecutive years.
Alex Haigh, managing director of Brand Finance Asia Pacific, underscored the strategic importance of brand strength amid expanding cross‑border ambitions between Chinese and ASEAN companies. He said:
Companies that invest in reputation, customer relationships and local relevance will be better positioned to build sustainable value beyond their home markets.
Haigh emphasised that investing in reputation and customer relationships would help companies sustain value when entering new markets. The report suggests that such strategic focus will become a more distinct differentiator as the regional market evolves.
Within ASEAN, the report identified 500 individual brands, grouping them into 29 sectors. The 378 brands tracked consistently over multiple years accounted for 370 billion dollars of the total value, a figure that rose to 396 billion in 2026. The data highlight a notable shift from traditionally dominated sectors to more diversified industry representation.
Brand Finance was founded in 1996 and is known for its comprehensive brand valuations. Its annual volume of reports covers a wide array of brands and sectors worldwide and is recruited by various governments, investment funds, and corporations for strategic insights.
