New Brand Finance data shows the Philippines’ top 50 brands grew 11% year on year to $35.3 billion
MANILA, 16 June 2026 – The Philippines’ top 50 brands grew 11% to a combined value of USD35.3 billion in 2026, reflecting sustained momentum across key consumer-facing and infrastructure-driven sectors, according to the Philippines 50 2026 report by Brand Finance, the world’s leading brand valuation consultancy.
The banking sector maintains its central role in the Philippines’ brand landscape, underpinned by steady credit growth, strong remittance inflows, and accelerating digital adoption across major institutions. Beyond financial services, consumer-driven sectors delivered strong momentum, with restaurants, and beers and spirits benefiting from resilient household demand and continued category expansion. Utilities also stood out as a key growth driver, supported by rising energy demand and ongoing investment in infrastructure upgrades and network modernisation nationwide.
BDO (brand value at USD3.5 billion) remains the Philippines’ most valuable brand for the third consecutive year, underpinned by sustained core banking performance, strong balance sheet fundamentals, and strong brand recognition and reputation. Continued growth in lending, deposits, and fee-generating businesses, alongside resilient net interest income, has supported its leadership position alongside its strong brand and ATM network that enables easy access for Filipinos.
Jollibee (brand value up 32% to USD3.3 billion) secures second place, driven by strong brand strength performance and consistent demand across its domestic and international store network. Continued international expansion and brand momentum in core segments have further strengthened its position as one of the Philippines’ most recognisable global restaurant brands.
Bank of the Philippine Islands (brand value up 37% to USD3.2 billion) ranks third, reflecting strong brand value growth driven primarily by improved brand strength metrics, including reputation, consideration, and customer engagement. Financial performance has also been robust, supported by rising net interest income and continued expansion in fee-based services such as cards, insurance, and wealth management.
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:
“The Philippines’ leading brands in 2026 reflect an economy where domestic demand, consumer engagement, and infrastructure investment are becoming increasingly important drivers of brand value growth. While banking brands like BDO continue to anchor the market through scale, liquidity, and digital transformation, we are also seeing strong momentum across consumer-facing brands such as SM Supermalls, Jollibee and San Miguel Beer. Utility brands are also strengthening their economic contribution, moving beyond operational reliability to play a more strategic role in enabling growth, sustainability, and long-term national development. Brands that combine nationwide accessibility with strong emotional relevance and everyday consumer utility are increasingly outperforming in both value creation and brand strength.”
SM Supermalls (brand value at USD1.1 billion) is the Philippines’ strongest brand in 2026, achieving a Brand Strength Index (BSI) score of 95.3/100 and maintaining its AAA+ brand strength rating, the highest accolade for brand strength awarded by Brand Finance. The brand’s leadership is supported by exceptional performance in its home market across key metrics including familiarity, consideration, credibility, and customer advocacy.
Mang Inasal (brand value up 28% to USD482 million), with a BSI score of 95.2/100 and an AAA+ rating, ranks a close second, reflecting outstanding improvements in brand perception and customer loyalty. The brand’s five-place jump from 2025 reflects its outstanding improvements in familiarity, recommendation, and emotional connection scores and highlight the brand’s deep cultural relevance within everyday Filipino dining.
Bear Brand (brand value down 39% to USD193 million) ranks third, with a BSI score of 92.7/100 and an AAA+ rating, despite a slight decline in overall brand strength (93.1/100 in 2025). The brand continues to benefit from strong familiarity and category leadership within the powdered milk segment under Nestlé.
AUB (brand value up 133% to USD226 million) emerges as the Philippines’ fastest-growing brand in 2026, driven by strong financial performance and accelerating digital banking adoption. The brand’s growth has been supported by expansion in its loan portfolio, improved profitability, and rising net interest income, reflecting solid underlying business momentum across core banking operations.
Other notable brands in the Philippines 50 2026 report are:
Brand Finance’s market research reveals that, among Filipino respondents, Jollibee leads on perceptions of sustainability across all three, Environment, Social, and Governance (ESG) pillars. As of 2025, the brand had installed over 16,800 solar panels across its manufacturing facilities in the Philippines, providing 9.1 MW of clean energy and reducing grid consumption by an average of 15% annually. Jollibee has also distributed food to over 270,000 pupils and established over 41 kitchens across the Philippines through its Busog, Lusog, Talino (BLT) Programme, established in 2007 to support public school children at risk of dropping out of school during primary school due to hunger.
Other brands with strong perceptions include Mercury Drug, Bank of Philippine Islands, Bear Brand, Alaska Milk, Magnolia, Metrobank, and Philippine Airlines These brands represent the top perceived Filipino performers in sustainability among local respondents, highlighting strong domestic recognition across all three ESG pillars.
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, 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.
