PLDT, Globe are the most valuable, strongest Filipino brands of 2023 –Brand Finance

Brand Finance, a London-based brand valuation consultancy, recently released its latest annual report on the most valuable and strongest Filipino brands 104.

In this year’s list, telco companies PLDT and Globe Telecom took the top spots as the most valuable and the strongest Filipino brands, respectively.

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PLDT retains title as Philippines’ most valuable brand at USD 2.6PHP 153INR 220EUR 2CNY 19 billion

PLDT is still the most valuable brand, with a 2% increase in brand value to USD 2.6PHP 153INR 220EUR 2CNY 19 billion due to strong brand performance. Despite a recent decrease in brand strength rating from AAA to AA+, PLDT remains focused on innovation to enhance customer service and drive the Philippines towards becoming a financial and technology hub.

PLDT is collaborating with CSG to provide better billing solutions and plans to market its infrastructure to foreign investors. The company is also committed to ESG initiatives, such as deploying solar panels and using carbon fiber cell towers to reduce greenhouse gas emissions.

Second to PLDT is BDO who climbed a spot with a 49% increase in brand value to USD 2.2PHP 129INR 186EUR 2CNY 16 billion, and sitting third is Globe who fell short at 2% decrease at USD 2PHP 117INR 169EUR 2CNY 15 billion.

Photo/ Brand Finance

Top 10 ranking of the most valuable Filipino brands of 2023:

1. PLDT
2. BDO
3. Globe
4. Jollibee
5. BPI
6. Metrobank
7. Meralco
8. Petron
9. Puregold
10. UnionBank

Globe Telecom is now the Philippines’ strongest brand

Despite a decrease in brand value, Globe Telecom was hailed as the strongest Filipino brand of 2023, maintaining an exceptional AAA brand strength rating of 87.1. The company’s mobile and corporate data business reported strong performance resulting in consolidated service revenues of PHP 157.98USD 3INR 228EUR 3CNY 20 billion in 2022.

According to the report, Globe Telecom is at the forefront of rolling out 5G networks both locally and internationally, connecting over 3.9 million devices to its 5G network in 2022. It has also expanded its global presence through partnerships with other telco brands, introducing 5G services in 11 new countries and territories this year.

BDO also took second place on this list with a AAA brand strength and 86.5 BSI. Coming in third is Cebu Pacific, who newly made it to the list with AAA- brand strength and 81.0 BSI.

Photo/ Brand Finance

Top 10 ranking of the strongest Filipino brands of 2023:

1. Globe
2. BDO
3. Cebu Pacific
4. BPI
5. Bear Brand
6. PLDT
7. Meralco
8. Metrobank
9. UnionBank
10. Philippine Airlines

Jollibee is the fastest-growing Filipino brand of 2023

Furthermore, the report highlighted Jollibee’s ‘meteoric rise’ which achieved 53% increase in brand value to USD 1.6PHP 94INR 136EUR 2CNY 12 billion, clinching the top spot as the fastest growing brand in the Philippines.

Photo/ Brand Finance

Jollibee climbed up to from the 4th spot in the list with an AA- rating, thanks to the success of its video campaign called “Salamat sa Joy ng Muling Pagsasama” (“Thank you for the Joy of Reunion”), which emphasized the joy of eating out with family as pandemic restrictions eased. Thus, Jollibee’s profits increased by an impressive 200% in Q2 2022.

Top 20 Filipino brands of 2023:

1. PLDT
2. BDO
3. Globe Telecom
4. Jollibee
5. Bank of the Philippine Islands
6. Metrobank
7. MERALCO
8. Petron
9. Puregold
10. Union Bank of the Philippines
11. Bear Brand
12. SM Prime
13. Security Bank
14. Ayala Land
15. Converge ICT
16. Chinabank
17. Philippine Airlines
18. RCBC
19. Philippine National Bank
20. Cebu Pacific

“This year, we would like to congratulate PLDT, Globe Telecom, and Jollibee for topping Brand Finance’s Top 20 Philippines brands rankings as our most valuable, strongest, and fastest-growing brands, respectively,” said Alex Haigh, Managing Director – Asia Pacific of Brand Finance.

“We also see success in the banking sector, as banking brands’ investments in digitizing and improving customer experience have resulted in brand value growth across all brands in the sector,” he added.

To view Brand Finance’s full report on the Top 20 Philippines brands rankings, you may download their PDF here.