Southeast Asian Brands with Best Sustainability Perception, 2024

As sustainability becomes a core benchmark for corporate reputation, Brand Finance ASEAN 500 has unveiled its 2024 rankings of Southeast Asia’s brands with the highest sustainability perception — and Malaysia’s Petronas leads the charge.

Valued at US$1.25 billion in sustainability perception, Petronas stands far ahead of its regional peers, reinforcing its status not only as a leading energy player but also as a company successfully aligning with green expectations and ESG (Environmental, Social, and Governance) priorities.

Singapore and Viet Nam Brands Follow Closely

Trailing behind Petronas is DBS Bank from Singapore with a sustainability perception value of US$811.6 million, followed by Viettel from Viet Nam at US$746.6 million. Both brands showcase how financial services and telecommunications are evolving their public image through sustainability strategies.

Marina Bay Sands, a major hospitality brand, also made an impressive entry with US$610.3 million, proving that sustainability matters even in leisure and tourism.

ASEAN’s Green Leaders Across Sectors

The rest of the top 10 features a strong mix of banking, telecom, and energy brands, including:

• UOB (Singapore) – US$385.7M

• Pertamina (Indonesia) – US$372.4M

• BRI (Indonesia) – US$366.3M

• OCBC Bank (Singapore) – US$339.5M

• Singtel (Singapore) – US$324.2M

• Genting (Malaysia) – US$318.2M

This blend reflects how regional leaders across industries are racing to integrate sustainability into their identity — whether through carbon targets, social programs, or innovation.

A Branding Battle Fueled by ESG

The rankings highlight that brand perception is now deeply tied to sustainability — not just business performance. Energy giants like Petronas and Pertamina are no longer just seen through the lens of oil and gas but are increasingly judged by their clean energy commitments and social investments.

Similarly, banks such as DBS and BRI are amplifying their ESG profiles to meet growing stakeholder expectations. These values are shaping how customers, investors, and even employees engage with brands.