Brand Finance’s latest regional data reveals top Philippine brands hold a collective value of $32.3 billion, driven by growth in banking, retail, and utilities sectors
MANILA, 15th October 2025 – BDO (brand value up 48% to USD3.7 billion) joined the elite as it is now among the region’s top 10 most valuable banking brands this year, according to the latest ASEAN 500 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
Ranked eighth among banking brands in ASEAN, BDO has emerged as the Philippines’ dominant financial brand, recording the highest year-on-year growth among its peers. Its extensive branch network, digital banking initiatives, and consistent customer engagement have reinforced brand strength, while improved valuation metrics and investor confidence have positioned BDO as a resilient and trusted market leader in the Philippines.
A standout performer in the airline sector, Cebu Pacific (brand value up 86% to USD386 million) is the strongest airline brand in ASEAN with a Brand Strength Index (BSI) score of 89.1/100 and an AAA brand strength rating. Its strong performance is reflected in its expanding operations, as Cebu Pacific became the first Philippine airline to reach a 100-aircraft fleet in 2025.
Three brands of the Jollibee Group, namely Jollibee (brand value up 8% to USD2.5 billion), Mang Inasal (brand value up 1% to USD377 million) and Chowking (brand value up 4% to USD262 million) conquer the top three position among the leading restaurant brands in ASEAN.
Jollibee continues to be the Philippines’ most loved brand, leading the market with its strong consumer connection, best-selling products, and impactful storytelling. With over 1,000 stores nationwide and being the largest fast-food chain in the country, it remains deeply embedded in Filipino culture through heartwarming campaigns like ‘My Kwentong Jollibee’ and its commitment to delivering familiar, well-loved flavours.
Meanwhile, Mang Inasal together with the Philippines Department of Tourism, kicked off the ‘Love the Flavors, Love the Philippines’ campaign at the 2025 Sinulog Festival in Cebu City, which made their brand presence more visible and deeply connected to local culture and gastronomy tourism.
Chowking has strengthened its standing as a pioneer of Chinese-Filipino fast food provider. Climbing up one spot, the brand now ranks as the third most valuable restaurant brand in ASEAN. Chowking continues to resonate with diners by combining familiar comfort with cultural flavour in a fast, accessible format.
Alex Haigh, Managing Director of Brand Finance Asia Pacific, commented:
“The Philippines’ top brands are showcasing how market leadership can be built on both resilience and innovation. From BDO’s rise into ASEAN’s top 10 banks to Cebu Pacific’s dominance in aviation, and Jollibee Group’s sweep of the restaurant sector, Philippine brands are proving their ability to lead regionally while staying deeply connected to local culture and consumer trust.”
SM Supermalls (new entrant at USD1.1 billion) with a BSI score of 95/100 and AAA+ brand strength rating is the strongest retail brand in ASEAN. Brand Finance’s market research highlights the supermarket’s continued success is driven by its strong public perception, widespread trust, and consistent delivery of high-quality customer experiences in its home market.
Meralco (brand value up 9% to USD957 million) is among the most valuable utilities brands in ASEAN. The brand outperformed its 2024 targets, supported by a 21% increase in net income and a 6% growth in revenues. Brand Finance’s analysis highlights that Meralco’s resilience is driven by its strong operational performance, a dynamic local market, and its vital role in powering the Philippine economy.
The 2025 edition of the ASEAN 500 rankings showcase the remarkable brand value growth across Southeast Asia, underscoring a dynamic period of economic transformation, digital innovation, and regional integration. The total value of ASEAN’s top 500 brands stand at USD306.6 billion while top brands from the Philippines account for 11% or USD32.3 billion, driven by its banking, retail, and utilities sectors.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
