GCash, Bear Brand, YouTube, and Jollibee emerged as the most valuable Filipino brands in Kantar BrandZ’s Philippines 2024 report. As the world’s leading data, insights, and consulting firm, Kantar created BrandZ to rank the world’s most valuable brands, and help market researchers, planners, and strategists alike with impactful approaches for brand growth.
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.
Kantar Philippines’ Jose Villabrosa, Ed Dacanay, and Eva Claravall sit down for the Q & A session at the Kantar BrandZ launch featuring the 2024 Most Valuable Philippine Brands
“This year’s results show that, even in the face of our current business environment, it’s possible to find growth in any category with the right strategy focused on establishing and maintaining strong connections with consumers, as well as innovative approaches. Brands grow by being meaningfully different to consumers. Through the help of Kantar’s Blueprint for Brand Growth, brands can enable to drive market penetration five-fold relative to others.” said Jose Villabroza, Chief Client Officer of Kantar Philippines.
“Of the brands included in our survey, the strongest Philippine brands inspire people and have a clear purpose,” added Ed Dacanay, Group Head at Kantar Philippines. “They fit well into the fabric of daily lives of Filipinos and have undeniable value even during times of crisis.”
In further explaining the essence of meaningful differentiation, Dacanay further explained the three elements that valuable brands. “Predisposing consumers to brands guarantee sustainable growth. Being present means valuing customer experience. Finding new space is about maximizing emerging needs and occasions.”
Kantar BrandZ analysis further revealed that perceived brand differentiation is a key predictor of a brand’s share growth. As such, promoting any sense of differentiation and making it more known and relevant to consumers can boost brand value over the longer term.
The most valuable Filipino brands, unveiled
Kantar BrandZ unveiled the 2024 edition of its Most Valuable Filipino Brands report last September 17, 2024, at EDSA Shangri-La, Mandaluyong City. Of the 54 brands included in the survey, BrandZ recognized the Top 3 Filipino Brands in these four categories, namely:
- Payment Networks: GCash, PayPal, Maya
- Dairy: Bear Brand, Yakult, Milo
- Video Entertainment: YouTube, Netflix, ABS-CBN
- Fast Food: Jollibee, McDonald’s, Mang Inasal
Neil Trinidad, Chief Marketing Officer for GCash, served as the event’s keynote speaker and shared the secrets behind GCash’s phenomenal brand growth. By highlighting the concept of financial inclusion and constant innovation, GCash has been able to promote the brand’s meaningful difference and gain immense value out of it.
The event also recognized another top Filipino brand, Red Horse Beer, for ranking 26th in the Top 30 Most Valuable Southeast Asian Brands 2024. With a Brand Value of US$1.453 billion, Red Horse emerged as the Top Alcohol Brand in Southeast Asia.
About Kantar BrandZ’s survey methodology
The results of Kantar BrandZ’s Philippines report were based on a survey conducted in November 2023, with a sample size of 400 respondents per category, bringing the total to 1,600 respondents for the four categories.
Jose Villabroza, Chief Client Officer of Kantar Philippines, discusses Kantar BrandZ’s Blueprint Overview as the firm recognizes the 2024 Most Valuable Philippine Brands on Sept. 17, 2024 at EDSA Shangri-la Hotel.
BrandZ ranks top-performing brands based on their Demand Power index, a measure of consumer demand for the brand, which can predict the brand’s volume share based purely on perceptions. This score can explain a consumer’s current predisposition to choose one brand over another, if purchase decisions were based purely on brand associations.
Since 2006, Kantar BrandZ’s industry-leading brand valuations have helped researchers, planners, and strategists better understand brands and improve brand performance. It’s also the world’s most extensive brand equity study, with over four million consumer interviews covering 21,000 brands across 532 categories in 54 markets.
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This article is brought to you by Kantar.