Banking, Beer, and Telco Giants Have Been Named the Most Valuable PH Brands This Year

The Philippine banking sector, with BDO Unibank, Inc. and Bank of the Philippine Islands leading the way, was the most valuable sector by brand this year, valued at $11 billion, followed by the beer sector at $3.6 billion, and the telecommunications sector also at $3.6 billion.

Based on a May report by London-based brand valuation consulting firm Brand Finance, the top 50 Philippine brands were valued at $31.8 billion this year.

BDO topped the list of Philippine brands with a 48 percent growth from last year as it expanded its reach nationwide with 71 new branches and digitalization efforts. BPI also saw a boost in brand value, garnering a 53 percent increase to $2.3 billion.

Among all sectors, Jollibee was the second most valuable brand, seeing an 8 percent growth to $2.5 billion, followed by BPI’s $2.3 billion and its 53 percent value increase.

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Jollibee's success was driven by improved revenue forecasts, its franchise-led expansion strategy, and aggressive campaigns to grow the brand globally through its more than 1,600 stores in 19 countries.

BPI's increase in brand value was attributed to loan-related revenue, asset expansions, and strong demand in retail and corporate banking, according to Brand Finance.

Cebu Pacific was seen as the fastest-growing brand in the country this year as it inched up a one spot among the 50 brands to rank 23rd. Its value went up 86 percent to $386 million in 2025.

Brand Finance said the airline’s growth in value was due to its focus on expanding regional and international connectivity through key hubs like Davao, Cebu, and Iloilo.

Banking was by far the most valuable sector, accounting for about a third of the total brand value of the country’s top companies. Brand Finance attributed this to the sector's persistent combination of traditional financial upgrades and customer-focused services.

Despite not having a player in the top three companies in overall brand value, the Beer sector is a juggernaut this year with a share of about 11 percent, or $3.6 billion. The Telecommunications sector also accounted for about 11 percent of total brands, with giants like Globe Telecom ranking 6th with a value of $1.4 billion. Based on the report, the number of telecom brands in the top 50 doubled to six this year as competition and brand development flourished.

The Strongest Philippine Brands

SM Supermalls debuted in this year’s ranking as the country’s strongest brand, with a Brand Strength Rating of AAA+ and a very strong score of 95/100, based on greater appeal, increased likeability, and support for consumer affinity.

Representing the Beverages sector and among all brands, Red Horse was the second strongest brand, valued at $1.9 billion with a Brand Strength Index score of 95/100. Bear Brand was the third strongest brand, with a value of $317 million and an index score of 93.1/100.

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,” Brand Finance Managing Director for the Asia-Pacific Region, Alex Haigh, said in a statement.

“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,” he added.