philippines 30 2024 the annual report on the most valuable and strongest filipino brands april 2024 brand finance philippines 30 2024brandirectory.com/philippines 2© 2024 all rights reserved. brand finance plc.contentsabout brand finance 3foreword 4alex haigh, managing director, brand finance asia pacificranking analysis 7brand value ranking (usdm) 18brand spotlights 19jollibee 20interview with ernesto tanmantiong, president & ceobpi 25interview with jose teodoro 'tg' k. limcaoco, president & ceomethodology 29our services 35 our teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting. unique combination of expertisebrand finance, a chartered accountancy firm regulated by the institute of chartered accountants in england and wales, is the first brand valuation consultancy to join the international valuation standards council. our experts crafted standards (iso 10668 and iso 20671) and our methodology, certified by austrian standards, is officially approved by the marketing accountability standards board.priding ourselves on technical credibilitywe put thousands of the world’s biggest brands to the test every year. ranking brands across all sectors and countries, we publish over 100 reports annually. quantifying the financial value of brandsbrand finance was set up in 1996 with the aim of 'bridging the gap between marketing and finance'. for more than 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line. bridging the gap between marketing and financeabout brand financethe world's leading brand valuation consultancy.for business enquiries, please contact:alex haighmanaging director, asia pacifica.haigh@brandfinance.comfor media enquiries, please contact:gayathri saravana kumarmarketing director, asia pacificg.saravanakumar@brandfinance.comfor all other enquiries:enquiries@brandfinance.com 44 207 389 9400www.brandfinance.com forewordbrand finance philippines 30 2024brandirectory.com/philippines 4alex haigh managing director, brand finance asia pacificwhat makes a brand valuable? that is the question this study answers. determining brand value starts with customers. they exercise their influence by expressing their preferences. customer perceptions are influenced by many factors including a brand’s commitment to them, cutting edge technology, innovative service delivery and adaptability to changing market demands. such initiatives determine whether brands move up or down in our rankings. brand finance’s brand valuation study begins by gathering individual perceptions about brands. over 100,000 respondents worldwide, including over 25,000 respondents in the asia pacific region, provide their views which are then analysed. this part of the study covers brand awareness, consideration and many measures of brand reputation, producing an understanding of a brand strength. next, to define brand value, we combine this analysis of brand perceptions with financial analysis of the business the brand is used for. the heart of what we do is to “bridge the gap between marketing and finance” to help communicate the benefits of marketing and branding to financial teams. we can determine the underlying factors driving brand value thereby informing decisions on brand positioning and marketing tactics such as promotions, products, services and pricing. in addition, establishing common ground allows marketers to articulate the importance of their efforts and enables boards to prepare strategies that optimise performance. understanding the precise financial value of an asset is crucial for optimising returns. whether considering brand licensing, selling, discontinuing brands, rebranding or organising brand architecture, having this knowledge is essential for informed decision-making. brand finance has conducted thousands of valuations for brands and branded businesses, providing insights to help address these questions and guide strategy. the impact of comprehending your brand’s value and fully leveraging it will help to drive growth, profitability and worldwide popularity. we hope you find this study and its insights interesting and that it enables you to explain and improve the value of brands in businesses you are working in or advising. your enquiries are also important to us – please contact me if you are looking to understand and build brand value and brand strength. my team and i look forward to our conversation to boost your brand’s success. enquiries@brandfinance.comgain insightleverage strategic insights to enhance your brand's financial standing.strategise effectively to position your brand as a market leader.strategic guidancebenchmark your brand against industry standards for a competitive edge in the corpor