Imagine a marketplace where every brand is vying not just for presence, but for a place in the hearts and habits of the Filipino consumer. The 2025 BrandZ Philippines report by Kantar offers a profound lens into this dynamic, revealing how the brands that thrive are those powered by evidence-based strategy, relentless innovation, and the courage to stand meaningfully apart. At its center: the Kantar Blueprint for Brand Growth, amplified by the Meaningful-Different-Salient (MDS) framework—a playbook for enduring relevance in a volatile and fragmented world.
The Philippine market is evolving at breakneck speed, with consumers demanding more from the brands they choose. In this year’s report, Kantar presents a deep dive into the strategies and successes that have allowed brands to cut through the noise and thrive in an environment defined by complexity, competition, and change.
The Blueprint for Growth: Meaningful Difference
Across sectors, from real estate and beauty to airlines and casual dining, the Philippine market has entered an age where mere salience is not enough.
The brands that drive lasting value and resilience are those that become meaningfully different to more people. The central theme of BrandZ PH 2025 is clear:
Brands that are meaningfully different not only grow faster but also withstand market shocks better than the rest.
At the heart of Kantar’s approach is the powerful trifecta of Meaningful, Different, and Salient (MDS):
Meaningful: Brands that forge strong emotional and functional connections and are seen to deliver on consumer needs.
Different: Brands that offer something distinctive, leading the way with unique value propositions.
Salient: The speed with which a brand comes to mind during purchase decisions reflects its mental availability and predisposes buyers to choose—and pay more
Kantar’s Blueprint translates these pillars into three growth accelerators:
Predispose More People
(to Buy and Pay the Right Price): Strengthen mental availability and in return justify (premium) pricing supported by the strength of its equity
Be More Present
Optimize every touchpoint, maximizing conversions throughout the customer journey. Be visible, accessible, and easy to buy. Physical connectivity, digital-first strategies, and omnipresence, drive convenience and unlock new buyers.
Find New Space
Pursue incremental categories, occasions, or segments to unlock brand growth.
The BrandZ PH 2025 analysis draws on over 10 years of purchase data for 21,000 brands in 540 categories across 54 markets, plus attitudinal data for 20,000 brands in 100 categories and 25 markets.
This immense dataset enables Kantar to distil not only what fuels brand growth, but how brands remain resilient through crises, and what sets the category leaders apart.
Why Brand Equity Matters Now More Than Ever
Strong brands aren’t just popular—they’re durable. According to BrandZ, brands with high equity recover more than twice as fast in downturns, such as the pandemic or financial crises. When the MSCI and S&P indices dropped by half, strong brands lost only a third of their value, bouncing back in just 45 weeks post-crisis compared to 100 weeks for the broader market.
Brands that are “meaningfully different” not only command higher price points but also sell more efficiently, endure longer, and deliver superior shareholder returns. This is the essence of Kantar’s Blueprint for Brand Growth, resulting in brands gaining Trust through consistency, transparency, and proven quality that build emotional bonds—making brands resilient and trustworthy, especially in turbulent times.
Learnings from the past 20 years
In a world where marketers are faced with uncertainties, it is clear that to move forward is to prepare your brand and for any unknown impact from unknown macro force and actions of competitors. In a VUCA (Volatile, Uncertain, Complex and Ambiguous) environment, the most successful marketers operate thinking that ‘there is not one predictable enemy’ that needs to be dealt with.
Over two decades, a consistent pattern emerges: brands that thrive are those that balance familiarity with originality, scale with intimacy, and heritage with innovation. The lessons are clear—durable brand growth is rarely accidental. Instead, it is fuelled by a deliberate commitment to reinforcing mental availability, remaining visible wherever and whenever buyers seek solutions, and by a willingness to break into new segments before competitors do. Especially in volatile environments, the brands that champion purposeful differentiation, invest in continuous improvement, and stay attuned to evolving consumer values are the ones that emerge stronger from every cycle.
Brands that weather crises most effectively are not simply those with the biggest budgets, but those that have embedded themselves deeply into the fabric of their consumers’ lives. Their resilience is rooted in the constant nurturing of trust, the delivery of meaningful experiences, and a relentless pursuit of relevance—even as tastes and circumstances shift. The interplay between enduring brand equity and tactical flexibility has proven time and again to be a winning formula.
Real Estate: Growth Amid Oversupply
In 2025, the Philippine property sector experienced considerable oversupply, particularly within Metro Manila's mid-market segment, resulting in an inventory equivalent to 38 months. However, leading brands such as Ayala Land, Megaworld, and SMDC demonstrated resilience by achieving double-digit revenue growth. This success is attributed to their consistent emphasis on purposeful and distinctive brand experiences, which foster consumer trust and support premium pricing.
Despite the challenge of surplus unsold condominium units—38 months' worth in NCR as of Q1 2025—Ayala Land, Megaworld, and SMDC leveraged sustained brand equity to outperform the market.
Ayala Land stands out as the “Expert Builder,” combining sustainability (e.g., the Nuvali eco-city and 784-hectare carbon forests), innovation, and a relentless pursuit of purpose: “Enhancing land and enriching the lives of more Filipinos.” Consistency across marketing, product delivery, and after-sales is key to their resilience.
Megaworld continues to redefine urban living with its township-led strategy, expanding integrated communities that blend residential, commercial, and leisure spaces. New townships in Luzon and Visayas keep the brand distinct and future ready.
SMDC leads with convenience and accessibility, leveraging the SM Group’s mall network to offer urban dwellers seamless access to retail, dining, and services within their residential complexes.
The three developers possess distinct drivers that leave a lasting impression on consumers. These drivers are closely connected to their fundamental vision and mission, and consistent and excellent delivery separates them from their competitors. The secret? These brands create value through:
Presence: Early move-in and rent-to-own schemes reduce friction for hesitant buyers.
Difference: Premium positioning and large-scale estate development create distinctiveness beyond Metro Manila.
Trust: Proven delivery and transparency make properties smart investments, not just purchases
Brand differentiation supports the pricing strategies adopted by leading developers, allowing them to command premium prices that have been key drivers of their accelerated growth. These top three brands occupy the upper tier in terms of pricing power. Properties developed by Ayala Land and Megaworld are generally valued higher than those of their competitors, demonstrating strong brand equity that substantiates their premium or relatively higher pricing compared to rivals.
Airlines: Defining The Value A Brand Brings
The airline sector exemplifies brands that evolve in close alignment with market dynamics. For many Filipino travellers, affordability remains a primary consideration; however, brands that successfully balance meaningful value propositions and distinctive service offerings are positioned to excel within the category.
Three key brands stand out among Filipino air travelers: Philippine Airlines (PAL), Cebu Pacific (Ceb Pac), and AirAsia. These carriers are typically included in the consideration set due to their value propositions and the prevailing dominance of domestic2 air travel. While there is a desire among Filipinos for more airline choices to secure competitive fares, PAL, Cebu Pacific, and AirAsia currently represent the primary airlines serving the Philippine domestic market.
In this category, brands aim to move beyond mere consideration and convert interest into actual consumer choice and sales. Within the airline industry, customer preference is often determined by a brand’s ability to effectively balance value with experience. Value establishes relevance and drives passenger volume; for example, Cebu Pacific and Philippine Airlines together account for the majority of airline passenger market share. However, when competing brands demonstrate comparable value, it becomes essential to differentiate based on experience. Ultimately, it is the quality of the customer experience that distinguishes one airline from another.
PAL's strong brand equity, underpinned by its established provenance, enables it to further influence the category, as
Filipino travelers continue to hold the airline in high regard. With continued emphasis on these strengths, PAL has significant potential for future brand growth.
Conversely, Cebu Pacific has achieved market leadership by prioritising value and affordability-driven innovations, including non-expiring travel funds, expanded route networks, and sustainable investments. By proactively resolving operational challenges and enhancing brand salience, Cebu Pacific continues to grow its volume and value share within the industry.
Looking ahead, PAL and Cebu Pacific each shape Filipino aviation but are currently faced with distinct growth paths.
PAL possesses significant growth potential; however, capitalising on this requires fully utilising available opportunities and differentiating itself through enhanced experiences.
The brand has established strong equity—now is the time to leverage that strength effectively.
CEBPAC has already attained substantial patronage, largely due to its value and price proposition.
To drive further growth, the brand must enhance customer preference and strengthen its equity, all while maintaining its core identity as a value brand. This may necessitate some operational investment to elevate the customer experience and increase brand equity.
Ultimately, it is essential for the brand to deliver a distinct and meaningful experience to its customers.
Beyond Beauty Standards: Embracing Individuality
Over the past two decades, the female beauty and skincare industry has undergone significant transformation. The sector has shifted from prioritising skin lightening and mostly offline retail to embracing K-beauty trends, e-commerce platforms, and narratives centered on wellness, inclusivity, and a more personalized approach use of products. In the Philippines, the skincare market is now highly fragmented and increasingly competitive. Challenger brands achieve rapid growth by addressing niche consumer needs, utilising social media, and collaborating with influencers. Local companies such as Luxe Organix have made K-beauty accessible to a broader audience, while established brands like Dove and Pond’s continuing to adapt through emotional marketing campaigns and a focus on inclusivity.
Dove, a Unilever powerhouse, tops the category as the most meaningfully different brand thanks to its “Real Beauty” campaigns, advocacy for confidence and inclusivity, and consistent messaging around gentle care. The brand’s equity is fueled by trust and purpose, making it both premium and accessible.
Today, new brands whether local, cross border, or international, are launching left and right here in the Philippines. With that, competition continue to intensify and get tighter.
And BrandZ’s FIND NEW SPACE strategic driver grid reveals that among the leading brands Olay has the strongest future power, signaling that it’s poised for further growth in next 12 months. And even smaller brands – or those with low penetration, like L’Oreal Paris and Luxe Organix can command disruption.
Disruptor brands are making an impact by meeting niche demands through affordability, innovation, and effective digital engagement. New entrants such as Luxe Organix are positioned to democratise skincare, establishing themselves as trailblazers by promoting Korean-inspired skincare that is accessible to Filipinos.
To ensure brands remain competitive in this market, building trust and maintaining consistency are essential foundations, while strategic disruption is necessary to drive growth.
#1
Trust results from positive customer experiences and is critical for retention; therefore, brands must consistently fulfil their commitments.
#2
Consistency enhances the potential for sustained growth.
#3
Finally, monitoring emerging consumer needs is vital, as disruptive solutions create significant value.
To achieve sustainable brand development, it is imperative to maintain continual presence and adapt to evolving market trends.
Casual Dining: Heritage Meets Innovation
The Filipino casual dining sector is experiencing significant growth, driven by a youthful demographic and an appetite for both traditional and innovative cuisine. In a highly competitive market where price, location, and emotional connection influence consumer decisions, only distinctive brands achieve long-term success. The industry's momentum can be attributed to two key factors: the expanding young population and increasing middle-class purchasing power. These dynamics generate demand not only for cost-effective dining options but also for novel experiences that remain relevant and engaging to consumers.
Max’s Restaurant establishes its brand through a strong focus on heritage, family dining, and nostalgia, positioning itself as “The House That Fried Chicken Built.” This deep-rooted connection to Filipino culture and tradition sets Max’s apart, making it more than just a place to eat—it becomes a venue for celebrating special moments, gathering families, and invoking memories of home-cooked meals. A significant contributor to Max’s enduring appeal is its iconic fried chicken, renowned for its distinctive flavor, crispiness, and consistency over generations. The restaurant further supports its identity by emphasizing warm hospitality, classic interiors reminiscent of mid-century Filipino homes, and an extensive menu that honors traditional recipes and regional favorites.
Community engagement also forms a cornerstone of Max’s approach. The brand maintains a visible presence at local events and sponsors initiatives promoting Filipino values. Its marketing campaigns often highlight real family stories, showcasing how Max’s has become intertwined with milestones in customers’ lives—birthdays, reunions, graduations—thus fostering long-term loyalty and emotional attachment.
Kenny Rogers Roasters differentiates by offering “healthy, hearty” menu options and demonstrating considerable growth potential. Challenger brands such as Samgyupsalamat leverage current cultural trends, notably Korean cuisine, group dining experiences, and competitive value. Both Kenny Rogers Roasters and Kuya J have developed distinct market positions—Kenny Rogers emphasises health-oriented offerings and expansion, while Kuya J is recognised for its accessible Filipino dishes and authentic regional flavours.
Top brands demonstrate a clear and consistent understanding of their core values. Rather than simply stating their mission, they reinforce it through well-executed campaigns and a robust brand presence. This level of clarity effectively translates brand positioning into tangible results.
Rising Filipino Brands: Disruption and Diversity
Emerging Filipino Brands: Thriving Amidst Global Giants
A new generation of Filipino brands is making remarkable strides in a market that was once the exclusive domain of international and global players. These homegrown upstarts are not just surviving but flourishing in an increasingly crowded and competitive landscape. Their success signals a dramatic shift, showcasing how local innovation, cultural resonance, and a deep understanding of Filipino values can carve out significant space in categories long dominated by established foreign names.
Tiny Buds: For more than six decades, Downy has maintained its position as a leading brand in the market, firmly established within Filipino households. In contrast, Tiny Buds, despite being present for only 16 years, is rapidly gaining market share, with Future Power and Different following closely behind. By redefining the standard of 'effectiveness' through its gentle, plant-based formulations—effective on fabrics yet never harsh—
Tiny Buds has established a unique presence as an innovative local brand. This emerging competitor demonstrates that gentleness and social responsibility can be significant drivers of growth. Through advocating eco-friendly and family-safe cleaning solutions, Tiny Buds exemplifies both meaningful impact and distinctiveness, aligning with the shifting preferences of Filipino consumers seeking products that benefit both people and the environment.
Luxe Organix: L’Oréal has established benchmarks in the beauty industry for over 115 years, while Olay has maintained its prominence for more than seven decades—both recognised as global leaders. Notably, Luxe Organix, despite its relatively brief 21-year history, is rapidly narrowing the gap. With products such as Future Power and Different, Luxe Organix demonstrates significant growth by introducing Korean-inspired innovations specifically designed for Filipinas, thereby making premium, trend-driven skincare widely accessible. The brand distinguishes itself by actively engaging with its community, listening to consumer needs, and responding effectively, affirming that locally developed brands are capable of competing with international leaders.
By prioritising local relevance and continually launching innovative products, Luxe Organix has successfully democratised Korean-inspired skincare and addressed the unique preferences of its market. Its strong leadership and strategic product development have positioned the brand as both desirable and unique, reinforcing the MDS principle: brands must remain relevant, foster innovation, and differentiate themselves to succeed within a highly segmented marketplace
Delimondo: In the pantry brands category, Del Monte has maintained a market presence for over 90 years, while Purefoods has been a staple in Filipino households for approximately 69 years—both considered longstanding leaders in the sector. Delimondo, a homegrown brand established just 18 years ago, has distinguished itself by transforming corned beef into a gourmet product.
Its Future Power and Different lines have gained notable recognition amid these established competitors. With a foundation rooted in heritage and a focus on distinct flavors, Delimondo merges artisanal tradition with product quality, contributing to the evolution of the Filipino pantry by introducing contemporary gourmet options to everyday meals.
These homegrown brands reflect Kantar’s assertion that success in today’s volatile, complex market is built on three pillars:
Meaningful: Each brand forges a genuine emotional connection with Filipino consumers, addressing evolving needs, family values, and contemporary aspirations.
Different: They stand apart, whether through unique product innovations, new formats, or bold communication strategies that challenge conventions and meet underserved needs.
Salient: Their relevance is amplified by strong local stories, community engagement, and the ability to be present across new channels—maximizing consideration and preference even amidst legacy giants and global competitors.
As challenger brands, they exemplify the MDS framework not merely as a diagnostic but as a roadmap—finding “new space,” building trust through consistent delivery, and engaging the Filipino imagination at a time when individuality and community are both highly prized. Their emergence is a testament to the universal applicability of Kantar’s blueprint, and a signal to all brands: local relevance, continuous innovation, and authentic differentiation are the true engines of sustainable growth.
Takeaways: Building for the Next Decade
Meaningful Difference is the Ultimate Growth Driver: Brands that invest in building emotional and functional relevance—and stand out—are more resilient, justify premium pricing, and recover faster in crises.
Consistency and Adaptation Go Hand in Hand: Brand equity is maximized when core messages, assets, and experiences remain consistent, while innovation keeps brands relevant amidst changing needs.
Trust and Transparency Matter More Than Ever: Especially in crowded categories, consumer trust—built through consistent product quality and brand experience—cements familiarity and retention.
Challenger Brands Are Redefining the Game: Disruption comes from new propositions, digital engagement, and the courage to address underserved or emerging needs.
The Blueprint is Universal—But Execution is Local: Kantar’s frameworks provide the foundation, but winning brands are those that adapt insights to the unique cultural, emotional, and functional realities of the Philippine market.
Summation: The Future Belongs to the Brave
The 2025 BrandZ Philippines report is not just a scorecard—it is a manifesto for growth. In an era defined by volatility, uncertainty, complexity, and ambiguity, the brands that will lead are those who embrace the twin engines of meaningful difference and strategic presence. Whether an established giant or a bold challenger, the imperative is clear: build trust, innovate with purpose, and never stop finding new spaces to grow.
The Filipino consumer is discerning, hopeful, and ready for brands that deliver value with heart. With blueprints this robust and a market this vibrant, the next decade of Philippine brands promises to be a showcase of brilliance—built to last, built to lead, and built to make a difference.
For additional information, please contact the individuals listed below or your dedicated Kantar account team.
Hannah Wagayen
(Janhannah.Wagayen@Kantar.com)
Joe Dosdos
(Joe.Dosdos@Kantar.com)