Philippine brands grow 11% in value as BDO, Jollibee and BPI make ASEAN top 20

Philippine brands included in Brand Finance's ASEAN 500 2026 report grew 11 percent in combined brand value to USD35.9 billion, beating the 8 percent growth recorded across the region, according to the brand valuation consultancy as reported by Mindanao Times.

Three Philippine brands placed among Southeast Asia's 20 most valuable. BDO stayed on top locally and ranked 16th in ASEAN even as its brand value slipped 4 percent to USD3.5 billion. Jollibee rose six spots to 17th after a 32 percent increase to USD3.3 billion, while Bank of the Philippine Islands (BPI) jumped nine places to 19th on a 37 percent gain to USD3.2 billion. BPI's USD863 million and Jollibee's USD799 million increases were the fourth- and fifth-largest gains in the region.

Other Jollibee Foods Corporation brands also climbed. Mang Inasal's value rose 28 percent to USD482 million, placing it 140th, and Chowking grew 8 percent to USD284 million to rank 196th.

Banks posted broad gains. AUB more than doubled its brand value, up 133 percent to USD226 million, while Chinabank, RCBC, Security Bank and Philippine National Bank each grew between 37 and 45 percent. Land Bank of the Philippines and Metrobank both reached USD1.6 billion, ranking 44th and 49th respectively.

Alex Haigh, managing director of Brand Finance Asia Pacific, said Philippine banking brands grew a combined 19 percent against 5 percent across ASEAN. "As challengers grow at this pace, scale alone is no longer enough to protect a leading position," he said.

In retail, Mercury Drug's brand value surged 153 percent to USD552 million, lifting it 101 places to 123rd, while Puregold rose 46 percent to USD973 million. Robinsons Malls and Ayala Mall also moved up the rankings.

Several local names scored highly on brand strength. SM Supermalls, Mang Inasal and Bear Brand were among ASEAN's ten strongest brands, and Cebu Pacific was rated the region's second-strongest airline brand, with its value up 28 percent to USD494 million.

Across ASEAN, the top 500 brands grew 8 percent to USD315.6 billion. The Philippines' 11 percent growth was second only to Vietnam's 15 percent.