Top brands in Singapore in 2025
How banking giants, tech disruptors, and tourism icons are shaping Singapore’s brandscape and economic momentum in 2025.
Singapore's brand landscape in 2025 showcases a dynamic interplay of resilience and innovation, with banking, technology, and tourism sectors at the forefront.
According to Brand Finance's latest Singapore 100 report, the nation's top 100 brands have achieved a combined value of USD 78.4 billion, reflecting robust economic performance amid global uncertainties.
Banking: The Pillar of Brand Strength
The banking sector continues to dominate Singapore's brand hierarchy.
DBS Bank maintains its position as the most valuable brand for the 13th consecutive year, with its brand value soaring by 56% to USD 17.2 billion. This growth is attributed to increased net interest income, higher card fees, and gains in wealth management and investment banking.
OCBC Bank and UOB follow closely, with brand values of USD 6.4 billion and USD 6.1 billion, respectively.
Notably, Bank of Singapore has made a remarkable debut, emerging as the nation's strongest brand with a Brand Strength Index (BSI) score of 94.7 out of 100 and an AAA+ rating.
Technology: Grab's Meteoric Rise
In the technology sector, Grab stands out as Singapore's fastest-growing brand in 2025. Its brand value has surged by 85% to USD 1.1 billion, propelling it from 26th to 14th place in the rankings.
This impressive growth is driven by stellar performances in food delivery, mobility, and financial services, alongside AI-driven innovations enhancing its super-app ecosystem.
Tourism: Rebounding with Strength
The tourism sector has shown significant resilience. Changi Airport's brand value increased by 13% to USD 765 million, earning it a BSI score of 94.4 and an upgraded AAA+ rating.
Marina Bay Sands, despite a slight dip in brand value to USD 5.9 billion, maintains a strong BSI score of 93.9 and an AAA+ rating, underscoring its enduring appeal.
Other Noteworthy Brands
Great Eastern: The insurance giant's brand value rose by 36% to USD 4.8 billion, reflecting its robust financial position.
Singtel: With a brand value increase of 2% to USD 4.1 billion, Singtel continues to strengthen its position through strategic AI and data center investments.
Singapore Airlines: The national carrier's brand value grew by 22% to USD 2.7 billion, maintaining its reputation for premium service and reliability.
Agoda: As a new entrant, Agoda boasts a brand value of USD 1.5 billion, leveraging its APAC reach to solidify its presence in the travel and hospitality sector.
Sustainability and Leadership
Sustainability perceptions are increasingly influencing brand strength. FairPrice is recognized for its environmental and social sustainability efforts, while Changi Airport leads in governance sustainability.
In leadership, UOB's CEO, Wee Ee Cheong, ranks as the highest brand guardian among Singaporean brands, followed by DBS's Piyush Gupta and OCBC's Helen Wong, who is notably the only female brand guardian from the ASEAN region among the world's top 100 leaders.
Singapore's brand ecosystem in 2025 exemplifies a harmonious blend of traditional strengths and innovative strides. As the nation continues to navigate global challenges, its leading brands set a benchmark for resilience and forward-thinking in the Asia-Pacific region.