PHL’s top 50 brands gain 11% in value on resilient domestic demand

THE combined value of the Philippines’ 50 most valuable brands rose 11% to $35.3 billion in 2026, reflecting sustained consumer spending, investment activity, and domestic demand, according to the latest Brand Finance Philippines 50 report.

Brand Finance said banking brands continued to dominate the rankings, with BDO Unibank, Inc. retaining its position as the country’s most valuable brand for the third consecutive year despite a slight decline in brand value to $3.5 billion.

Jollibee Foods Corp.’s Jollibee remained second after its brand value increased 32% to $3.3 billion. The fast-food chain was also ranked the world’s fifth-strongest restaurant brand.

Bank of the Philippine Islands retained third place after its brand value rose 37% to $3.2 billion, while San Miguel Beer climbed to fourth with a 15% increase to $2 billion.

Red Horse completed the top five with a brand value of $1.9 billion, up 5% from a year earlier.

Rounding out the top 10 were Land Bank of the Philippines ($1.6 billion), Metropolitan Bank & Trust Co. (Metrobank) ($1.6 billion), Globe Telecom, Inc. ($1.4 billion), SM Supermalls ($1.1 billion), and Manila Electric Co. (Meralco) ($1.1 billion).

The report also identified Asia United Bank (AUB) as the country’s fastest-growing brand, with its brand value surging 133% from a year earlier.

Separately, SM Supermalls ranked as the country’s strongest brand based on Brand Finance’s Brand Strength Index, scoring 95.3 out of 100. It was followed by Mang Inasal with 95.2 and Bear Brand with 92.7.

The report also ranked Jollibee highest among Philippine brands for environmental, social, and governance (ESG) perceptions.

Brand Finance, an independent brand valuation consultancy, defines brand value as the financial value of a brand as a business asset, using measures that include brand strength, revenues, royalty rates, and projected business performance.

In a separate statement, Jollibee Group Philippines Chief Executive Officer and Jollibee Brand Global Head Joseph Tanbuntiong said the ranking reflects the strength of the company’s brands.

“This recognition affirms the strength of the Jollibee Group’s portfolio and the enduring relevance of our homegrown brands in the lives of Filipino consumers.”

Jollibee Foods also said Mang Inasal increased its brand value by 28% to $482 million and was included in Brand Finance’s Brands to Watch list for 2026, while Chowking climbed to 31^st in the Brand Finance Philippines 50 rankings. — Alexandria Grace C. Magno