Top Filipino brands shine in ASEAN rankings

Top Filipino brands led by BDO, Cebu Pacific, Jollibee, SM Supermalls, and Meralco have cemented their regional dominance in the 2025 ASEAN 500 report by Brand Finance, contributing a combined USD 32.3 billion to the region’s total brand value.

BDO joined the top 10 most valuable banking brands in ASEAN, placing eighth after a 48 percent surge in brand value to USD 3.7 billion—the highest year-on-year growth among Philippine lenders.

Its rise is attributed to its extensive branch network, digital transformation initiatives, and strong customer engagement that reinforced brand strength and investor confidence.

“BDO’s rise into ASEAN’s top 10 banks…showcases how market leadership can be built on both resilience and innovation,” said Alex Haigh, Managing Director of Brand Finance Asia Pacific.

Cebu Pacific also emerged as the strongest airline brand in Southeast Asia, with an 86 percent increase in brand value to USD 386 million and a Brand Strength Index (BSI) score of 89.1 out of 100, earning it an AAA rating.

The airline became the first in the Philippines to operate a fleet of 100 aircraft in 2025, reinforcing its regional lead in aviation.

The Jollibee Group swept the top three spots in the ASEAN restaurant category, led by Jollibee (up 8 percent to USD 2.5 billion), followed by Mang Inasal (up 1 percent to USD 377 million), and Chowking (up 4 percent to USD 262 million).

Jollibee retained its place as the country’s most beloved brand, recognized for its best-selling menu, powerful storytelling, and heartfelt campaigns like “My Kwentong Jollibee.”

Mang Inasal’s visibility grew through its “Love the Flavors, Love the Philippines” campaign launched with the Department of Tourism during the 2025 Sinulog Festival in Cebu.

Chowking moved up one spot in ASEAN’s restaurant rankings as the region’s third most valuable brand in the segment by blending Chinese-Filipino flavors with fast-food convenience.

SM Supermalls made its debut on the list with a USD 1.1 billion brand value, a BSI score of 95/100, and an AAA+ strength rating, making it the strongest retail brand in Southeast Asia.

Brand Finance cited SM Supermalls’ strong public trust, positive brand perception, and consistent customer service as key drivers of its position.

Meralco also ranked among the region’s most valuable utilities brands with a 9 percent increase in brand value to USD 957 million.

Its performance was bolstered by a 21 percent rise in net income and 6 percent growth in revenues, supported by its key role in powering the Philippine economy.

“The Philippines’ top brands are proving their ability to lead regionally while staying deeply connected to local culture and consumer trust,” Haigh said.

Brand Finance reported that the collective value of the Philippines’ leading brands reached USD 32.3 billion, or 11 percent of ASEAN’s USD 306.6 billion total brand value.

The 2025 ASEAN 500 rankings highlighted sustained growth driven by regional integration, digital transformation, and economic recovery across Southeast Asia.