Company: Bank Rakyat Indonesia Tbk PT
Brand value: US$10,988 million
Year on year change: 17%
Headquarter city: Jakarta
Year formed: 1895
BRI is Indonesia’s oldest commercial bank, and focuses on small and medium enterprises, particularly in remote areas. BRI is known for having the largest network of branches of any bank in Indonesia, but is also focusing on digital banking options that make managing money quicker and more convenient. In the past year, BRI has launched its own banking app, BRImobile, though it promotes the fact it retains the personal touch, offering banking services through BRILink agents, who in 2018 handled transactions totaling IDR 512.7 trillion. Brand communications tend to have an emotional approach and often refer to Indonesian culture. BRI’s tagline has long been “Melayani dengan Setulus Hati” – Service from the Heart. Marketing has also offered discounts with lifestyle partners such as airlines, restaurants, and the ASEAN Games. BRI is the sponsor of the BRI Run, which in late 2018 attracted more than 10,000 runners.