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Indonesia 2015 | Brand Profiles | 47 | Permata

Company: Bank Permata Tbk PT

Brand value: US$127 million

Headquarter city: Jakarta

Industry: Banking

Year formed: 1955

Banking ‘jewel’ promises to help families

Present-day Bank Permata had its origins in Bank Persatuan Dagang Indonesia, which launched 60 years ago and was renamed Bank Bali in 1971. Permata Bank was created in 2002 by a merger of five banks – Bank Bali among them – which had all been taken over by the government. Permata means ‘jewel’, and the name is said to have been chosen by then-president Megawati. Permata offers commercial and consumer banking, and offers shariah banking options. Permata’s slogan in its communications is ‘Jutaan Keluarga, Satu Bank’, which means ‘Millions of families, one bank’; the bank tends to focus on its customer service and how Permata helps enable family moments. Permata is uniquely positioned in the Indonesian banking industry as the only local bank with Astra International and Standard Chartered bank as strategic shareholders. Permata launched a Hajj Service in 2014, enabling Muslims to make payments towards their Hajj pilgrimage, and a special debit card designed by batik maestro Iwan Tirta for its Permata Priority customers. The bank has partnered with the airline Garuda Indonesia to conduct joint promotions on flight payment schemes, and runs education and entrepreneurship projects.

Permata Bank is listed on the Indonesian Stock Exchange; Standard Chartered and Astra International have between them held the majority of shares since 2004; the remaining shares are owned by the public.