Brand Finance’s latest data shows Philippine brands reach $35.9 billion in combined value, recording ASEAN’s second-fastest growth
MANILA, 30 October 2026 – Philippine brands featured in the ASEAN 500 2026 report grew 11% in combined brand value to USD35.9 billion, outperforming the ASEAN-wide growth rate of 8%, according to Brand Finance, the world’s leading brand valuation consultancy.
This year, three Philippine brands rank among the region’s 20 most valuable: BDO retains its position as the country’s leading brand and ranks 16th in ASEAN, despite a 4% decline in brand value to USD3.5 billion; Jollibee climbs six places to 17th as its brand value rises 32% to USD3.3 billion; and Bank of the Philippine Islands (BPI) advances nine places to 19th following a 37% increase to USD3.2 billion.
BPI adds USD863 million in brand value and Jollibee USD799 million, the fourth- and fifth-largest gains among brands in ASEAN. Their improved standings put three Philippine brands within the regional top 20.
Growth extends to other restaurant brands within the Jollibee Foods Corporation group with Mang Inasal’s brand value up 28% to USD482 million, advancing 16 places to 140th in ASEAN, while Chowking grows 8% to USD284 million and moves up five places to 196th.
The banking sector also records broad-based growth, with several brands making significant gains in the ASEAN ranking. AUB more than doubles its brand value, rising 133% to USD226 million and climbing 113 places to 226th. Chinabank advances 37 places to 154th as its brand value grows 42% to USD416 million, while RCBC rises 38 places to 173rd following a 45% increase to USD349 million. Security Bank also grows 45% to USD586 million, advancing 29 places to 118th, while Philippine National Bank rises 22 places to 122nd after growing 37% to USD560 million.
Among the country's larger banks, Land Bank of the Philippines’sbrand value increases 29% to USD1.6 billion, climbing 16 places to 44th, while Metrobank grows 19% to USD1.6 billion and advances eight places to 49th.
Alex Haigh, Managing Director, Brand Finance Asia Pacific, commented:
“Only a small margin separates BDO and Jollibee at the top of the Philippine brands in the ranking, while BPI records ASEAN’s fourth-largest brand value gain, making the race for the country’s leading position increasingly competitive. The momentum extends beyond these leaders, with mid-sized banks such as AUB, Chinabank and RCBC all growing by more than 40%, helping Philippine banking brands increase their combined brand value by 19%, compared with 5% across ASEAN. As challengers grow at this pace, scale alone is no longer enough to protect a leading position.”
Retail brands also gain ground across the regional ranking. Puregold increases 46% to USD973 million, advancing 26 places to 76th while Mercury Drug records one of the most significant improvements among Philippine brands, with its brand value rising 153% to USD552 million and its ASEAN position jumping 101 places to 123rd.
Robinsons Malls climbs 41 places to 271st as its brand value increases 33% to USD157 million, while Ayala Mall rises 45 places to 298th following a 49% brand value increase to USD137 million.
Philippine brands also stand out for brand strength: SM Supermalls records a Brand Strength Index (BSI) score of 95.3/100, followed by Mang Inasal at 95.2/100 and Bear Brand at 92.7/100, placing all three among ASEAN's top ten strongest brands. Cebu Pacific achieves a BSI score of 89.3/100, making it ASEAN's second-strongest airline brand. Its brand value increases 28% to USD494 million, and it advances 15 places to 137th in the regional ranking.
Across ASEAN, the combined brand value of the 500 leading brands increases 8% to USD315.6 billion. The Philippines records 11% growth, second only to Vietnam's 15%, as its leading brands strengthen their regional positions and several others make substantial gains in the ranking.
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.
