Brand Finance’s latest data reveals oil & gas, banking, and leisure & tourism sectors are at the forefront
KUALA LUMPUR, 29 MAY 2025 – Malaysia’s top 100 brands grew by 16% in 2025, reaching a total brand value of USD59.1 billion, reflecting strong national economic performance, according to the latest Malaysia 100 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
Oil & gas and banking sector brands ranked this year accounted for 45% of the total brand value, led by PETRONAS and Maybank at the forefront . Leisure & tourism, ranked as the third most valuable sector in the rankings, is led by Genting amid increased tourism following visa-free policies. Nearly all industries saw double-digit growth , highlighting the resilience and adaptability of Malaysian brands in a fast-changing economic landscape.
PETRONAS (brand value down 1% to USD14.4 billion) remains Malaysia’s most valuable brand for the 15th year, despite a slight decline due to lower oil prices and market volatility. Maybank (up 52% to USD5.2 billion) ranks second, driven by its M25+ strategy focusing on digital innovation and customer centricity, including the launch of its Money Lock feature. Genting (up 37% to USD4.9 billion) ranks third, boosted by strong tourism recovery, high-yield Chinese visitors, and enhanced digitalisation at Resorts World Genting.
Proton (brand value up 30% to USD312 million) has emerged as Malaysia’s strongest brand ranked in 2025, with a Brand Strength Index (BSI) score of 93.9/100 and a AAA+ brand strength rating. This marks a major leap in public trust and appeal, thanks to popular models like the X50, the new S70 sedan, and its first EV, the e.MAS 7. Tenaga Nasional (up 35% to USD2.3 billion), follows in second place powered by strong forecasts and infrastructure growth, recording a BSI score of 88.9/ 100 and an AAA rating. Mr D.I.Y. (brand value up 15% to USD619 million) takes third place, scoring 87.8/100 for its BSI score supported by its rapid expansion and meaningful community efforts.
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:
““What sets Malaysia apart this year is not just brand value growth, it’s how leading brands are embracing the future. Proton’s EV entry marks a major milestone for the local auto industry. Genting’s tech-forward leisure model is gaining global attention while Maybank’s M25+ plan is proving that digitalisation done right delivers real shareholder returns.”
Meanwhile, Malaysia Airlines (brand value up 209% to USD607 million) is the fastest-growing Malaysian brand in 2025. The brand’s commendable brand value growth has elevated it to a top position domestically while also earning it the title of the fastest-growing airline brand globally as it re-entered the Brand Finance Airlines 50 2025 ranking after a 10-year absence. Its impressive turnaround is driven by fleet renewal through fuel-efficient aircraft, strategic route realignments, and digital investments. These efforts have boosted operational performance and resilience. With Asia Pacific air travel set to surge, Malaysia Airlines is poised to capitalise on international growth and reclaim its position as a leading global carrier.
Other highlights from the Brand Finance’s Malaysia 100 2025 report:
PETRONAS is the top-ranked Malaysian brand for its perceived environmental and social, and governance sustainability efforts, and is highly regarded by Malaysian respondents in these categories.
The Brand Guardianship Index includes top CEO’s from the country. Khairussaleh Ramli, Group President & CEO of Maybank, ranks as Malaysia’s top brand guardian with a BGI score of 74.9 and a global rank of 85 out of 100.
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.
