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| Kantar Philippines representatives (L-R) Chief Client Officer Jose Villabrosa, Group Head Ed Dacanay and Eva Claravall sit down for the question-and-answer session during the Kantar BrandZ launch featuring the 2024 most valuable Philippine brands. (Image Source: Manila Standard/Kantar Philippines) |
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.
“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 Kantar Philippines Chief Client Officer Jose Villabroza. Kantar Philippines Group Head Ed Dacanay added, “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.” In further explaining the essence of meaningful differentiation, Dacanay further explained the three elements that valuable brands, saying, “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.
Kantar BrandZ unveiled the 2024 edition of its Most Valuable Filipino Brands report last September 17, 2024 at EDSA Shangri-La in Mandaluyong City. Of the 54 brands included in the survey, BrandZ recognized the Top 3 Filipino Brands in four different 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
GCash Chief Marketing Officer Neil Trinidad 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. On the other hand, ABS-CBN emerged as the only Philippine media company among the top three most valuable video entertainment brands in the country for being ‘the most salient brand in the Philippines despite the absence of a free TV channel’. According to Kantar, ABS-CBN’s contents transitioning to online channels allowed the premiere Philippine media and entertainment company to remain accessible and be watched on demand anytime, across devices, anywhere, across various broadcast and digital platforms, making it the country's leading content provider. 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$1.453B, Red Horse emerged as the Top Alcohol Brand in Southeast Asia.
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. 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 is 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.
