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12 Pinoy Firms Make It To List of 100 Most Recognizable Services Brands in PH

Homegrown bank and logistics firm top rivals in their categories
By Lorenzo Kyle Subido |



Sports equipment giants Nike and Adidas are the most recognizable retail brands in the Philippines, according to media and marketing firm Campaign Asia.


The two multinational sportswear brands ranked fifth and seventh respectively in Campaign Asia’s latest list of the 100 most recognizable brands in the Philippines. The top four spots were all claimed by brands that sold products, namely consumer electronics and food and beverages.



There were a total of 43 service-oriented brands that made the top 100 this year. These were grouped into eight categories, the biggest of which are retail, restaurants and financial services. Check out the infographic above for a full list of these brands. (The list of 43 brands does not include product brands, which is covered in a separate but related infographic)


Twelve of these 43 service brands are homegrown, two of which have beaten other multinational brands in their specific industries. The Ayala-owned Bank of the Philippine Islands (BPI) emerged as the highest-ranking financial services company at 17th, which also makes it the highest-ranking local brand in the whole list. As well, local logistics company LBC topped multinational FedEx as the most recognizable courier service brand in the country, coming in at 56th.


Retail dominated the categories among service brands, with 17 out of the Top 100. However, the brands grouped under retail represented a broad spectrum of the services market, encompassing convenience stores, drugstores and even gasoline stations.



The Philippines’ 100 most recognizable brands is a subset of Campaign Asia’s list of Asia’s Top 1000 Brands, which seeks to study consumer behavior in 13 Asia-Pacific countries. The rankings were based on an online survey done in March 2017 that asked 400 Filipino respondents which brands come to mind when talking about a specific category.






Lorenzo Kyle Subido is a staff writer for Entrepreneur PH

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