When you think about the best snack, gadget or cosmetic product, which brand first comes to mind?
That’s the question that media and marketing consultancy Campaign Asia seeks to answer in its annual listing of the Philippines’ top 100 brands. 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.
Of the 100 brands that made the list this year, 57 are grouped in eight categories that sell products. These include brands that focus on consumer electronics, personal care items and food and beverages. Check out how they’re grouped and where they’re ranked in the infographic above. (Brands for services such as telecommunications, financial services or restaurants are not included in the infographic but have been covered in a separate article)
Of the 57 product brands, only nine come from local companies, all of which belonging to the food and beverage industry. The highest ranking is Magnolia, a food manufacturing company known for its poultry and dairy products. Its parent company, San Miguel, also made the list as the highest-ranking alcohol and tobacco-related brand.
Samsung emerged as the most recognizable brand in the Philippines, with smartphone rival Apple coming in at second. Food and beverage conglomerate Nestlé completes the top three.
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 firm has published the list annually for 13 years.
Lorenzo Kyle Subido is a staff writer for Entrepreneur PH