MANILA – Philippine brands featured in the ASEAN 500 2026 report grew 11% in combined brand value to USD35.9 billion, outperforming the ASEAN-wide growth rate of 8%, according to Brand Finance, the world’s leading brand valuation consultancy.
This year, three Philippine brands rank among the region’s 20 most valuable: BDO retains its position as the country’s leading brand and ranks 16th in ASEAN, despite a 4% decline in brand value to USD3.5 billion; Jollibee climbs six places to 17th as its brand value rises 32% to USD3.3 billion; and Bank of the Philippine Islands (BPI) advances nine places to 19th following a 37% increase to USD3.2 billion.
BPI adds USD863 million in brand value and Jollibee USD799 million, the fourth- and fifth-largest gains among brands in ASEAN. Their improved standings put three Philippine brands within the regional top 20.
Growth extends to other restaurant brands within the Jollibee Foods Corporation group with Mang Inasal’s brand value up 28% to USD482 million, advancing 16 places to 140th in ASEAN, while Chowking grows 8% to USD284 million and moves up five places to 196th.
The banking sector also records broad-based growth, with several brands making significant gains in the ASEAN ranking. AUB more than doubles its brand value, rising 133% to USD226 million and climbing 113 places to 226th. Chinabank advances 37 places to 154th as its brand value grows 42% to USD416 million, while RCBC rises 38 places to 173rd following a 45% increase to USD349 million. Security Bank also grows 45% to USD586 million, advancing 29 places to 118th, while Philippine National Bank rises 22 places to 122nd after growing 37% to USD560 million.
Among the country’s larger banks, Land Bank of the Philippines’sbrand value increases 29% to USD1.6 billion, climbing 16 places to 44th, while Metrobank grows 19% to USD1.6 billion and advances eight places to 49th.
Alex Haigh, managing director, Brand Finance Asia Pacific, commented:
“Only a small margin separates BDO and Jollibee at the top of the Philippine brands in the ranking, while BPI records ASEAN’s fourth-largest brand value gain, making the race for the country’s leading position increasingly competitive. The momentum extends beyond these leaders, with mid-sized banks such as AUB, Chinabank and RCBC all growing by more than 40%, helping Philippine banking brands increase their combined brand value by 19%, compared with 5% across ASEAN. As challengers grow at this pace, scale alone is no longer enough to protect a leading position.”
Retail brands also gain ground across the regional ranking. Puregold increases 46% to USD973 million, advancing 26 places to 76th while Mercury Drug records one of the most significant improvements among Philippine brands, with its brand value rising 153% to USD552 million and its ASEAN position jumping 101 places to 123rd.
Robinsons Malls climbs 41 places to 271st as its brand value increases 33% to USD157 million, while Ayala Mall rises 45 places to 298th following a 49% brand value increase to USD137 million.
Philippine brands also stand out for brand strength: SM Supermalls records a Brand Strength Index (BSI) score of 95.3/100, followed by Mang Inasal at 95.2/100 and Bear Brand at 92.7/100, placing all three among ASEAN’s top ten strongest brands. Cebu Pacific achieves a BSI score of 89.3/100, making it ASEAN’s second-strongest airline brand. Its brand value increases 28% to USD494 million, and it advances 15 places to 137th in the regional ranking.
Across ASEAN, the combined brand value of the 500 leading brands increases 8% to USD315.6 billion. The Philippines records 11% growth, second only to Vietnam’s 15%, as its leading brands strengthen their regional positions and several others make substantial gains in the ranking.
Photo from Gemini AI
