Singapore's supermarket chain NTUC FairPrice has become Southeast Asia's most valuable retail brand with an estimated value of 1.52 billion USD, according to the latest ranking by international consultancy Interbrand.

FairPrice ranked sixth in the Asia Pacific, ahead of SM of the Philippines which came in ninth with a brand value of 1.04 billion USD. Indonesia's Matahari is in 10th position while Malaysia's Parkson is 11th.

FairPrice competes strongly on value. But the Singapore supermarket operator also continues to strengthen its brand image through efforts such as an online video channel called "Food for Life", Interbrand said.

Fairprice offers more convenient payment options and passes along the savings from self-checkout counters and warehouse automation, according to Interbrand.

Australia's Woolworths topped the Asia Pacific ranking with a brand value of 4.95 billion USD.-VNA