One of the biggest declines in brand value on our table this year is SriLankan Airlines which has dropped from a high of seventh position last year to 13th in our rankings with a value decline of 42%. There is much that a company can do to make the brand an integral part of its decision making processes in the business (and not merely relegate it to the marketing department) which can positively impact the actions of the company and its performance. A common misconception is this means they need to invest in marketing and advertising, which is not the case.
This indicates that many of the brands in the bottom half have much work to do on their brand.
Apart from brand value, there is a notably lower brand strength index as well amongst those at the bottom of the table. This shows the lopsided nature of our brand lanscape. Just the top 10 brands contribute 54% of the total brand value while the bottom 50 brands contribute just 6%. 177 billion, which is 35% of the overall brand value. This indicates that for a business to be sustainable in the new digital age, it needs to evolve and embrace technology as these brands are rapidly overtaking the old legacy brands and changing the business and brand landscape.Īnother significant factor in our table is that banking brands dominate the top six of the 10 brands in Sri Lanka with a combined brand value of Rs. In our view Dialog is setting the trend similar to the companies in the Brand Finance Global 500 rankings on which technology brands took the top five spots in 2018 for the very first time. The Dialog brand is represented in all its product portfolios such as mobile, fixed telephony, broadband and television operations. The brand is one of only two triple A rating in the Sri Lanka consumer 100, which is a testament to its robust brand management system and is the evidence for the trust placed by consumers for its quality products and services.
2 ranked Dialog made significant inroads edging towards leading the table, by growing its brand value by 12%. 43 billion, an increase of 5.6% from last year. Whilst the prolonged drought had an impact on the slow growth, a major drawback for the economy is the anaemic Foreign Direct Investment.Īt the top of the most valuable consumer brands table, in line with the trend over the last five years, is BOC with a brand value of Rs. This upward swing is taking place in the context of a relatively volatile economic backdrop with the Central Bank predicting a relatively low growth rate of 3.1% in 2017, but which is expected to increase in 2018. The total value of Sri Lanka’s most valuable consumer brands increased by 14% in 2018 over 2017, whilst reaching a landmark combined brand value of a half a trillion rupees. Overview of the most valuable consumer brands The most valuable global brands are now all led by technology companies: Amazon, Apple, Google, Samsung and Facebook in that order of priority, replacing the traditional brands such as Coca-Cola, GE, Citibank and Walmart, for example. On maturity, if these businesses eventually list their shares, these brands will upend the most valuable brands on our table, as has already happened across the world. These are the future brands which will likely overtake the brick and mortar businesses. With a view to the future, another feature in this year’s analysis is a look at the emerging e-commerce brands in Sri Lanka, which is based on the exclusive consumer research conducted for Brand Finance. Being the 15th consecutive publication, in addition to the main 100 most valuable consumer brands, in this issue a separate analysis and listing of the top 20 most valuable conglomerate brands has been included, as a nod to the biggest businesses which are listed on the Colombo Stock Exchange. This year’s launch of Brand Finance’s most valuable and strongest brands in Sri Lanka, which is published in LMD’s Brands Annual, provides a comprehensive review of the brand landscape of the country. Brand Finance Lanka’s Ruchi Gunewardene and Aliakber Alihussain comment on the key findings from this year’s results.
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