PT BANK MANDIRI (PERSERO) TBK 
By
Jakarta, January 12, 2014 - Bank Mandiri always strives to maintain its brand as one of its most valuable assets. According to rating firm Brand Finance, the bank's brand value has now reached USD 1.247 billion, the highest in the Indonesian banking industry.
Brand Finance ranks listed companies by analyzing their brand strength indexes. The results of these analyses reflect the performance and brand image of each company. Brand value is calculated based on income using the royalty relief method, meaning that the calculations are based on the assumption that if a company did not have its current brand, then what would it cost to use it.
The calculation of brand value involves five stages - income forecasting, brand strength calculation, determining the royalty rate, calculating the discount rate and then calculating the brand valuation.
Bank Mandiri Corporate Secretary Nixon L.P. Napitupulu said that as a company engaged in a business that depended greatly on customer confidence, Bank Mandiri had always focused on maintaining its brand as one of its key assets.
In 2007-2008, Nixon said, Bank Mandiri had conducted a rebranding exercise. At that time, the bank had formulated what it really wanted to convey to customers and stakeholders, and where it wanted the bank to be positioned.
"We are very thankful that Bank Mandiri now enjoys the highest brand value in the Indonesian banking industry. This achievement is the result of the hard work of everyone at Bank Mandiri and will encourage us to push ahead with our goal of becoming the best in ASEAN by 2020," Nixon explained.
He said that in line with the presentation of the award as Indonesia's Top Most Valuable Brand by Brand Finance on Friday (Jan. 1), the Bank's brand would now play an enhanced role in attracting new customers. By maintaining the brand's value, increasing numbers of new customers would avail of the services offered by Bank Mandiri.
He said that Bank Mandiri's total assets had increased to Rp 700.1 trillion as of the end of September 2013, driven by growth in lending to Rp 450.8 trillion. This growth also boosted net profit to Rp 12.8 trillion, up from Rp 11.1 trillion in the third quarter of 2012.
"We expect that the strength of the Bank Mandiri brand, one of our key intangible assets will help to spur continued growth in the future," Nixon said.
|
distributed by
|
