Brand Finance’s latest research highlights that the Philippines’ top 50 brands hold a combined brand value of $31.8 billion
MANILA, 23 May 2025 – The combined value of the Philippines’ 50 most valuable brands stands at USD31.8 billion in 2025, according to the latest Philippines 50 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
Three key sectors, namely banking, beers, and telecoms account for 57% or USD18.2 billion of the nation's top 50 brands’ collective value, underscoring the role of service-oriented and lifestyle-driven industries in the Philippines. Banking brands lead with a 35% representation contribution (USD11.0 billion), followed by beers and telecoms contributing 11% (USD3.6 billion) each, in the rankings.
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:
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.
