Company:Bank CIMBNiagaTbkPT Brand value:US$147 million Year on year change: -24% Headquarter city:Jakarta Industry:Banks Year formed:1955
CIMB Niaga was formed by the merger of Lippo Bank and Bank Niaga, and while it has branches across the country, it promotes branchless banking and sees itself as a market leader in digital banking. The brand was named best e-banking provider at annual industry awards earlier this year, and has recently launched OctoPay, which allows banking via Facebook.
The brand is also highly active online in its marketing, and is a heavy user of Facebook, Twitter and YouTube, with more than 100 videos on its YouTube channel. Its most recent campaign, #masagapercaya, highlights eight of the bank’s products, linking them to extraordinary takes on everyday situations. CIMB Niaga presents itself as a fun brand, sponsoring the annual Color Run running event, lucky draws with large numbers of prizes, and social media competitions. Influential comedians often feature in their advertising.
Revenues from mortgages and automotive loans have increased in the past year, while income from credit-card fees has declined. The Malaysian-based banking group CIMB, which has operations in Singapore, Malaysia, Cambodia and Thailand, owns a controlling stake in CIMB Niaga, which is traded on the Indonesia Stock Exchange.