All you need to know about Indonesia's banking brand hierarchy in 2025: Exclusive World Visualized Brand Report

The central takeaway from the 2025 Banking Consumer Survey in Indonesia, conducted by Impactum Insights, is that consumer perceptions of banks remain strikingly stable, concentrated, and uneven.

One institution continues to define the benchmark. The rest of the market is divided into a solid but crowded second tier and a fragmented middle struggling to convert capability into equity.

Across almost every brand attribute measured, including good customer service and the most trustworthy banks, BCA remains the clear reference point for Indonesian consumers. It leads decisively in customer service (55.3%), trustworthiness (48.6%), digital banking services (49%), value for money (37.2%), financial strength (37.8%), ease of use (34.6%), and customer care (27.5%)

The Brand Image Index based on responses from more than 1,000 Indonesian internet users nationwide reinforces this dominance. BCA scores 100, far ahead of its nearest competitor, Bank Mandiri, at 59.

Beyond performance, BCA also records the lowest “don’t know” rate in the market in terms of visibility, signalling near-universal familiarity.

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The second tier

Bank Mandiri, BRI, and BNI form a recognisable second tier. All three benefit from high awareness, strong associations with financial stability, and credible trust scores. In attributes such as customer service, digital banking, and reputation, they consistently outperform mid-tier and lower-tier peers.

These banks, however, cluster tightly across multiple measures. For example, customer service scores range between 31 and 38%, and digital banking perceptions sit within a similarly compressed band. Consumers see them as reliable and familiar, but not clearly distinct from one another.

Here’s the issue. In a market where loyalty is primarily functional rather than emotional, being “good enough” is no longer a moat. Without sharper positioning, these banks risk competing on convenience alone.

Mid-tier banks

BTN, BSI, and CIMB Niaga sit squarely in the middle of the Brand Image Index. Their scores suggest competence across most attributes, but little leadership in any one area.

Consumers neither reject nor champion these brands. They recognise them, use them, and often struggle to articulate what makes them different.

This “functional but forgettable” position is risky. Without a clear narrative or standout experience, these banks face stagnation. Growth will require more than improving operational metrics.