MANILA, Philippines – The Philippines’ most valued brands this year serve a clear functional purpose in Filipinos’ daily lives and address consumers’ needs, according to a recent report from data and consulting firm Kantar Philippines.

Kantar released its BrandZ Philippines 2024 report on September 17. The brand equity study surveyed 1,600 respondents across four categories in November 2023. The survey selected the brands per category based on secondary information that would offer a glimpse of the brands’ size. These include financial performance, as well as search metrics.

The brands were then ranked according to their Demand Power Index, which measures consumer demand for the brand and predicts its volume share based on consumers’ perception. “This score can explain a consumer’s current predisposition to choose one brand over another, if purchase decisions were based purely on brand associations,” the study said.

These are the top three most valued brands in four categories based on the BrandZ study:

• Payment Networks: GCash, Maya and PayPal

E-wallet GCash emerged as the most valuable brand among payment networks, followed by Maya and PayPal. GCash’s Chief Marketing Officer Neil Trinidad cited the company’s push for financial inclusion and constant innovation for its success. These include the GCash’s GCredit and GLoan offerings to address users’ financial constraints.

As of August, Globe Telecom’s e-wallet platform was valued at $5 billion. Its parent company, Mynt, contributed to 14% of Globe’s nine-month net income before tax with P3.5 billion in equity earnings.

• Video Entertainment: YouTube, Netflix, and ABS-CBN

ABS-CBN is the only Filipino firm in the top three of the video entertainment category, thanks to strong digital content that resonated with viewers. Eva Claravall, Kantar’s customer experience and commercial lead for Asia-Pacific, also cited ABS-CBN’s long-standing connection with its consumers.

“Brand building is not just talking about brands, but also building communities of loyal viewers who believed in what they have to say and who have been entertained over the years by the content it has produced,” she said.

Meanwhile, YouTube and Netflix captured their shares of the Philippine market by offering personalized viewing experiences to their customers.

• Fast-food: Jollibee, McDonald’s, and Mang Inasal

Kantar Philippines’ Group Head Ed Dacanay said the leading fast-food brands successfully differentiated themselves from the competition through meaningful experiences. Dacanay offered Jollibee as an example, as it leverages its strong connection to Filipino culture to grow its market share.

The study also found that the top fast-food chains embraced technological advancements, such as ordering kiosks, and offered innovative menu items to stay relevant.

Jollibee Foods Corporation, which owns Jollibee and Mang Inasal, saw its nine-month net income in 2024 grow 22% to nearly P8.9 billion.

• Dairy: Bear Brand, Yakult, and Milo

According to Kantar Philippines’ lead for shopper solutions, Christine Rosel, the top three dairy brands saw sustained growth from 2020 to 2023 despite inflation.

Rosel attributes this to the brands’ perceived value for money, with consumers believing that the leading dairy brands provide greater benefits relative to their price. For instance, the top dairy brand Bear Brand positioned itself as a champion for children’s health and nutrition, while runner-up Yakult is seen to promote good gut health.

The common denominator

According to Dacanay, the study identified three elements that made the top brands successful: a clear purpose, a distinct brand, and innovative products or experiences that address consumers’ unmet needs.

“Of the brands included in our survey, the strongest Philippine brands inspire people and have a clear purpose. They fit well into the fabric of daily lives of Filipinos and have undeniable value even during times of crisis,” he said.

The BrandZ study also found that effective differentiation is crucial for enhancing brand visibility and relevance among consumers.

“Predisposing consumers to brands guarantee sustainable growth. Being present means valuing customer experience. Finding new space is about maximizing emerging needs and occasions,” Dacanay said.

Kantar said: “With the release of this report, the lesson for brands and marketers is clear—effective marketing investment and long-term thinking are key to growth prospects. Brands that are consistently investing in and establishing strong emotional connections with their consumers are in a better position to navigate the current business climate and accelerate sustainable brand growth.”

BrandZ is the world’s most extensive brand equity study, interviewing over four million consumers in 54 markets around the world, the market research firm said. – Rappler.com