Business Bayani PH

The Philippines’ most valuable brands experienced significant growth in brand value, mirroring the positive economic outlook of the nation, according to the Brand Finance Philippines 30 2024 Report. This trend is particularly evident in the banking and real estate sectors, which benefited from the post-pandemic economic recovery, rising financial literacy, and continued urban development.

Banking and real estate lead the charge

Every brand listed in the 2023 banking and real estate categories saw brand value increases ranging from 4% to 26% for banks and 4% to 54% for real estate companies. 

Chinabank emerged as the top performer among banks, with a 26% brand value increase to $350 million. Meanwhile, Ayala Land saw the most significant gain in the real estate sector, boasting a 54% increase in brand value, reaching $451 million.

“The promising and rapid economic growth in the Philippines provides brands with a favorable environment for success,” said Alex Haigh, managing director – Asia Pacific of Brand Finance. “In addition to their ongoing efforts focusing on growing consumer segments and strategic marketing initiatives, it is crucial for brands to develop and sustain their brand strength to leverage current opportunities for long-term growth.”

BDO takes the top spot, Jollibee and Globe telecom round out top three

BDO secured the title of the most valuable Philippine brand, with a 14% brand value increase to $2.5 billion. This dethroned PLDT, whose brand value dropped 25% to $1.9 billion, causing it to fall three places to the fourth position. 

Jollibee followed closely behind BDO with a 51% increase in brand value, reaching $2.3 billion, while Globe Telecom maintained its position in the top three despite a 4% brand value decline, settling at $1.9 billion.

Mang Inasal reigns supreme in brand strength

Mang Inasal emerged as the strongest brand among the top-ranked Philippine brands, achieving an impressive Brand Strength Index (BSI) score of 86.3 points out of 100, securing an AAA brand strength rating. 

This performance was driven by a perfect score in brand familiarity, likely due to its expanding store network across the country. Bear Brand and Globe Telecom followed as the second and third strongest brands, respectively.

Restaurants and real estate see largest brand value growth

The report also highlighted the significant brand value growth of restaurant brands Mang Inasal and Chowking. Mang Inasal saw a remarkable 201% increase, reaching $374 million, while Chowking’s brand value climbed 56% to $252 million. 

Real estate giant Ayala Land followed closely behind with a 54% brand value increase, solidifying its position as the 13th most valuable Philippine brand. Notably, Mang Inasal jumped eight places in the rankings to secure the 15th spot, while Chowking maintained its 22nd position.Ⓒ