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S'pore supermarket chain listed most valuable retail brand

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

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

FairPrice competes strongly on value. But theSingapore supermarket operator also continues to strengthen its brandimage through efforts such as an online video channel called "Food forLife", Interbrand said.

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

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