Most Valuable Brands in the Philippines in 2024

From BDO to Puregold: These Are the Most Valuable Brands in the Philippines in 2024

Story by Currie Cator 
Esquire Philippines
27 April 2024

What exactly is brand value? Essentially, it's the monetary worth of your brand if you were to ever sell it, or allow any other business to use your name, logo, or identity. It defines the extent to which investors would pay you just to earn that right.

Ultimately, brand value starts with consumers, as London-based global brand valuation consultancy firm Brand Finance defines it. You could develop and grow your value, depending on how you address the needs and preferences of your customers with your services, technologies, and innovations, as well as your ability to adapt to fast-changing market trends.

In the Philippines, the brand deemed to be the most valuable is BDO Unibank, according to Brand Finance’s 2024 report. The Sy family-led bank toppled major telecommunications company PLDT, which held the top position for two straight years. According to the study, BDO’s value rose by 14 percent to $2.5 billion, enough to make it the country's most valuable brand.

From Brand Finance

In second place is homegrown fast-food chain Jollibee, whose brand value surged 51-percent over the past year, according to Brand Finance. Rising two spots from the previous year, the home of the beloved Chickenjoy's brand value is now worth $2.3 billion.

Meanwhile, the Ayala-led Globe Telecom kept its spot from last year and is still the third most valuable brand for the second year running, even with its brand value going down by four percent to $1.9 billion.

Rival telco PLDT, which was the previous the topnotcher, as well as the Bank of the Philippine Islands (BPI), completed the top 5 most valuable Philippine brands.

As Brand Finance revealed in its report, PLDT’s value was down by at least one-fourth or 25 percent, which is equivalent to $1.9 billion dollars. The Zobel family’s BPI, on the other hand, saw a 22 percent increase in its brand value to $1.5 billion in 2024.

A mix of banks, power distributor, oil company, and supermarket chain made up the roster of the 10 most valuable brands locally. These are: Metrobank, at sixth place, with a brand value of $1.2 billion; followed by Meralco with $0.9 billion; Petron with $0.8 billion; Puregold with $0.7 billion; and UnionBank with $0.7 billion.

This is the second year in a row that Puregold, the lone retail brand in the top 10, was included in the list of most valuable Philippine brands. In a statement, the company led by Lucio and Susan Co said  it was a "testament to the hard work and dedication of our team, as well as the untiring support of our loyal customers."

Strongest Philippine brands

Mang Inasal, which is under the Jollibee Foods Corporation, turned out to be the "strongest" among Philippine brands, based on Brand Finance’s study. It earned 86.3 out of 100 points in brand strength index (BSI). Given its vast store network in the country, it’s not much of a surprise that Mang Inasal garnered a perfect score in terms of brand familiarity. 

Following closely behind Mang Inasal are Bear Brand, Globe, BDO, and Jollibee, which round up the five strongest brands, the report said.

Unlike brand value that is heavily reliant on consumers, brand strength refers to the brand’s performance relative to its competitors. The BSI, which has a corresponding rating of up to AAA+, is used to determine how well the brands are faring in the industry, among other metrics.