2023-07-24-品牌价值-最有价值和最强大的菲律宾品牌20强的2023年度报告_34页_24mb

Summary of Brand Finance Philippines 2023 Annual Report

Introduction

The 2023 annual report by Brand Finance ranks the most valuable and strongest Filipino brands based on financial and perceptual data. It uses a methodology that combines stakeholder perceptions and financial metrics to quantify brand value, aiming to bridge marketing and finance.

Key Findings

PLDT is ranked as the Philippines' most valuable brand at US$2.6 billion, with a slight increase of 2% from 2022. Globe Telecom is identified as the strongest brand in terms of brand strength rating and operational excellence, maintaining an AAA rating despite a 2% decrease in value due to currency depreciation. Bank of the Philippine Islands shows significant growth, with all 2022 banking brands experiencing increases, while non-banking brands like Jollibee saw meteoric rises, with Jollibee growing 53% to become the fastest-growing brand at US$1.6 billion. Sustainability and ESG commitments are gaining importance, influencing brand perceptions and value, with PLDT leading in Sustainable Perception Value.

Sustainability Impact

Sustainability is integrated into brand valuation, reflecting increasing stakeholder focus. Brands like PLDT and Philippine Airlines are highlighted for their commitment to environmental initiatives, such as renewable energy transitions and carbon reduction, which contribute positively to brand strength ratings and value.

Methodology

Brand value is calculated using the royalty relief method, based on the Brand Strength Index (BSI), which assesses stakeholder perceptions through surveys and market data. Factors include brand impact, financial performance, and sustainability assessments to derive brand value rankings and scores. The methodology adheres to ISO standards and provides insights for businesses to optimize branding strategies.