BDO Unibank has retained its title as the Philippines’ most valuable brand in 2025, with its brand value rising 48% to $3.7 billion, according to the latest annual report by Brand Finance. The banking giant continues to outpace peers on the back of stronger brand equity and solid financials, including gains in customer loans and satisfaction scores.

SM Supermalls, the country’s dominant retail complex operator, emerged as the strongest brand, earning a Brand Strength Index (BSI) score of 95 out of 100 and a top-tier AAA+ rating. Brand Finance credits its commanding presence—with 88 malls nationwide—and deep resonance with Filipino consumers for the top rating.

The brand landscape in the Philippines is expanding, with the 2025 report covering 50 brands—up from 30 a year earlier—across sectors including banking, beverages, telecoms, and retail. Collectively, these brands posted a combined value of $31.8 billion, signaling a more diverse and competitive market.

Cebu Pacific Air was recognized as the fastest-growing Philippine brand this year, soaring 86% to $386 million. Its expansion in both regional and international routes contributed to the surge in brand value.

Jollibee held its position as the second most valuable brand at $2.5 billion, up 8% on the back of stronger revenue projections. The Bank of the Philippine Islands climbed to third with a 53% increase to $2.3 billion, driven by demand in retail and corporate banking.

New entrant Red Horse debuted at fourth place with a $1.9 billion valuation, buoyed by high domestic familiarity. San Miguel followed at $1.7 billion, leveraging its extensive distribution, product diversity, and marketing campaigns.

Globe Telecom, though slipping in rank, remained the top telco brand at $1.4 billion. Metrobank rose 14% to match that figure, while the Land Bank of the Philippines debuted in ninth place with $1.3 billion, supported by a 67% jump in digital transactions.

SM Supermalls rounded out the top 10 by brand value at $1.1 billion, even as it dominated in strength metrics.

In terms of brand strength, Red Horse tied SM Supermalls with a 95/100 BSI score and AAA+ rating, while Bear Brand placed third with a BSI of 93.1, thanks to its affordability and nutritional focus in the consumer goods segment.

The ranking underscores the resilience of the Philippine economy and the evolving power of homegrown brands across diverse industries.