View the full Brand Finance Philippines 10 ranking here
PLDT is most valuable and strongest Filipino brand, valued at US$2.5 billion
PLDT (brand value up 2% to US$2.5 billion) is the most valuable Filipino brand, according to a new report by Brand Finance, the world’s leading brand valuation consultancy. PLDT’s brand value grew marginally as revenue from data services increased, but traditional phone call volumes reduce.
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. The Philippines’s top 10 most valuable and strongest brands are included in the inaugural Brand Finance Philippines 10 2022 ranking.
As the leading Filipino telecommunications utility, PLDT aims to serve Filipinos with a wide range of telecommunications services across both wireless and wired services. This year, PLDT is serving an increasing number of fixed line and broadband services, but subscriber numbers for such services are dwarfed by the number of mobile users across the Philippines. In mobile services, strong competition and challenging market conditions are causing difficult times as the world looks to a post-pandemic future.
Alex Haigh, Managing Director, Brand Finance Asia Pacific said:
“As we look to a post-pandemic future, brands are likely to be increasingly important to the economic prosperity of the Philippines. PLDT is the most valuable Filipino brand and has further opportunities to grow as it improves data services in the future.”
PLDT is Philippines's strongest brand with AAA ranking
In addition to brand value, Brand Finance 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’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors.
PLDT’s Brand Strength Index score of 88.4 out of 100 and corresponding AAA brand rating reveal that in addition to being the most valuable Filipino brand, it is also the strongest Filipino brand. The brand known for its extensive fibre optic backbone is doing well to meet the wireless service needs of the Philippines. PLDT was also recently recognised for its excellence in financial performance, management team excellence, investor relations and corporate social responsibility by Asiamoney. The pandemic has significantly increased demand for data services, and with PLDT consistently named the Philippines fastest broadband provider, PLDT remains the top choice when needing strong digital support.
SM Prime is fastest-growing Filipino brand, up 22%
Property giant SM Prime (brand value up 22% to US$673 million) is the fastest-growing Filipino brand in the ranking. As a leading integrated property developer, growing domestic demand contributed to their growth. SM Prime’s offices, hotels and convention centres also continued to contribute to its revenue growth and the brand continues to work with the Filipino government to serve the nation as it looks to a post-pandemic world.
Telecoms is the biggest sector for big Filipino brands
The telecoms industry enabled communication for Philippine businesses from the start and right through to the aftermath of the pandemic with brands in this industry increasingly contributing to the Philippine economy. PLDT and Globe Telecom (brand value down 2% to US$2.1 billion) lead at the top of the Filipino brand value rankings, with the two brands accounting for more than a third of the value of the top ten Filipino brands.
View the full Brand Finance Philippines 10 ranking here
Note to Editors
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes nearly 100 reports, ranking brands across all sectors and countries. The Philippine’s top 10 most valuable and strongest brands are included in the inaugural Brand Finance Philippines 10 2022 ranking.
Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.
About Brand Finance
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 of all kinds make strategic decisions.
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance is a regulated accountancy firm, leading 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 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.