THE combined value of the Philippines’ 50 most dear brands rose 11% to $35.3 billion in 2026, reflecting sustained consumer spending, investment activity, and domestic demand, in response to the most recent Brand Finance Philippines 50 report.
Brand Finance said banking brands continued to dominate the rankings, with BDO Unibank, Inc. retaining its position because the country’s most dear brand for the third consecutive 12 months 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 accomplished the highest five with a brand value of $1.9 billion, up 5% from a 12 months earlier.
Rounding out the highest 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) because the country’s fastest-growing brand, with its brand value surging 133% from a 12 months earlier.
Individually, SM Supermalls ranked because 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 amongst Philippine brands for environmental, social, and governance (ESG) perceptions.
Brand Finance, an independent brand valuation consultancy, defines brand value because 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 rating reflects the strength of the corporate’s brands.
“This recognition affirms the strength of the Jollibee Group’s portfolio and the enduring relevance of our homegrown brands within 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 31st within the Brand Finance Philippines 50 rankings. — Alexandria Grace C. Magno