Three homegrown brands made it to the top 10 of the list for the Philippines.

Campaign Asia has partnered with research firm Milieu Insight to release its list of the 50 top brands in the Philippines. The ranking, according to Campaign Asia, stems from its list of Southeast Asia’s top 50 brands. 

The Philippines is one of the six markets that took part in the survey, along with Indonesia, Malaysia, Singapore, Thailand, and Vietnam. Brands across 10 different sectors were ranked using the following brand attributes:

• Advocacy (degree of recommendation)
• Awareness
• Brand touchpoints (ease of use across all digital and offline brand interactions)
• Buying experience
• Customer service
• Innovation
• Purchase
• Quality
• Trustworthiness

Brands in the Top 10

Out of the brands that made it to the top 10 in the Philippines, three are homegrown brands. Milieu Insight noted that online retailers as well as digital wallets scored well in the Philippines. 

The top 10 brands in the Philippines, according to Campaign Asia and Milieu Insight’s survey, are as follows:

1. Samsung
2. Shopee
3. Jollibee
4. Watsons
5. GCash
6. Lazada
7. McDonald’s
8. Netflix
9. Apple 
10. Philippine Airlines

Samsung’s number one finish is not only applicable to the Philippines, but across Southeast Asia as well. The South Korean tech company came first when it comes to quality for Filipinos, according to Milieu Insight. The research firm also notes that Samsung is also the brand that Filipinos are likely to recommend to others. 

As for the local brands that made it to the top 10, Jollibee is the top food brand in the ranking, garnering the top score for consumer touchpoints. It is likewise tied with Samsung as the brand Filipinos are most likely to recommend to others.

GCash, on the other hand, scored the second highest when it comes to innovation, and its score is only 1% behind Samsung’s. Philippine Airlines is the only travel brand to reach the top 10 after scoring high in quality, buying experience, customer service, and trustworthiness. 

Complete List of Top 50 Brands in the Philippines 

Below is the complete list of top 50 brands in the Philippines, according to the survey of Campaign Asia and Milieu Insight. 

1. Samsung
2. Shopee
3. Jollibee
4. Watsons
5. GCash
6. Lazada
7. McDonald’s
8. Netflix
9. Apple 
10. Philippine Airlines
11. Dove
12. SK-II
13. Mang Inasal
14. Toyota
15. Maya
16. Nike
17. YouTube
18. Bench
19. Grab / GrabFood / GrabExpfress
20. Globe
21. Foodpanda
22. TikTok Shop
23. NIVEA
24. KFC
25. Smart
26. Chowking
27. Jollibee Delivery
28. Uniqlo
29. Starbucks
30. Cebu Pacific Air
31. Penshoppe
32. BDO
33. Adidas
34. Shakeys Pizza
35. BPI
36. Honda
37. Max’s Restaurant
38. Ford
39. Cetaphil
40. Avon
41. BMW
42. Johnson and Johnson
43. Ponds
44. TikTok
45. Greenwich
46. Mercedes-Benz
47. Klook
48. Sony
49. McDonald’s Delivery
50. J&T Express 

A well-known business media brand, Campaign began as weekly magazine in the United Kingdom. Today, it is now a globally-networked franchise delivering business-related news and analysis. Apart from the United Kingdom, Campaign is now serving the United States, Middle East, China, Japan, and Canada, among other markets.