Brand Finance’s recent Philippines 50 report indicates that the cumulative brand value of the Philippines’ top 50 brands reached USD31.8 billion in 2025.
Banking, beer, and telecom brands constitute 57% (USD18.2 billion) of the Philippines’ top 50 brands’ total value, highlighting the importance of service and lifestyle industries. Banking leads at 35% (USD11.0 billion), with beer and telecom brands each contributing 11% (USD3.6 billion).
Leading the way, BDO (brand value up 48% to USD3.7 billion) retains its position as the Philippines’ most valuable brand for the second year in a row. This growth is largely driven by increased customer lending and a notable boost in its customer satisfaction. Additionally, BDO expanded its reach with 71 new branches in 2024, bringing its network to 1,791 nationwide. It also made everyday banking easier through faster in-branch services and updates to its mobile and online platforms, with a more intuitive interface and stronger security.
Jollibee (brand value up 8% to USD2.5 billion) and Bank of the Philippine Islands (brand value up 53% to USD2.3 billion) follow in second and third place, respectively. Jollibee’s brand value surge was driven by improved revenue forecasts, fuelled by the brand’s aggressive franchise-led expansion strategy and continued momentum in international growth with over 1,600 stores in 19 countries. The Bank of Philippine Islands’ growth can be attributed to increased loan-related revenue and asset expansions, underpinned by strong demand across key segments, including retail and corporate banking.
SM Supermalls (brand value at USD1.1 billion) makes an impressive debut in this year’s ranking as the nation’s strongest brand with a Brand Strength Index (BSI) score of 95.0/100 and an AAA+ brand strength rating. According to Brand Finance’s research data, the brand’s strong reputation, greater appeal, and increased likeability among local respondents, support SM Supermalls’ growing consumer affinity and brand strength.
Ranking as the second and third strongest brands are Red Horse (brand value at USD1.9 billion) and Bear Brand (brand value at USD317 million) with a BSI score of 95.0/100 and 93.1/100, respectively.
Alex Haigh, Managing Director Asia-Pacific, Brand Finance, commented:
“The expansion of this year’s ranking from 30 to 50 brands signals a shifting brand landscape in the Philippines, where purpose, scale, and consumer trust are becoming key drivers of long-term success. Leading brands such as BDO, Jollibee, SM Supermalls and Cebu Pacific are demonstrating how local innovation and meaningful consumer connections can be effectively aligned with broader business reach to achieve impressive national and even international results.”
Cebu Pacific (brand value up 86% to USD386 million) has emerged as the fastest-growing brand in the Philippines this year, climbing up from 24th in 2024 to 23rd in the rankings. This remarkable growth is driven by the airline’s strategic focus on expanding regional and international connectivity, particularly through key hubs like Davao, Cebu, and Iloilo. Its strong performance has been further supported by a surge in passenger numbers, growing revenues, and a thriving cargo business, positioning the brand for continued momentum in a highly competitive sector.
Sector highlights from Brand Finance’s Philippines 50 2025 report:
- Four retail brands in the rankings represented a collective value of USD2 billion and the sector is led by SM Supermalls, followed by Puregold (brand value down 9% to USD668 million) which ranks 16th, down seven places from the previous year.
- The country’s airline brands demonstrated robust performance, registering a total brand value of USD828 million. Philippine Airlines (brand value up 54% to USD442 million) climbed up one place to 18th. Similarly, Cebu Pacific (brand value up 86% to USD386 million) moved up one position to rank 23rd.
- Two brands made their debut in the spirits sector – Emperador (brand value at USD1.4 billion) entered the ranking at 7th, while Ginebra San Miguel (brand value at USD732million) debuted at 15th.
- The number of real estate brands ranked this year doubled to eight, up from four last year. Ayala Land (brand value down 15% to USD383 million) continued to lead the sector, despite experiencing an 11-place drop from 13th to 24th.
- The telecoms sector featured six brands, up from three last year. Globe Telecom (brand value at USD1.4 billion) led the sector, securing the sixth spot in this year’s rankings.
- “The Blueprint by Globe” Illuminates the Holidays with Connectivity and Meaning - November 14, 2025
- realme C85 5G | realme’s First 5G C-Series Phone with 7000mAh Battery - November 14, 2025
- Watsons Nationwide Sale is Here! Enjoy Huge Deals at the Last Sale of the Year! - November 14, 2025
Leave a Reply