Kantar, the world’s leading data, insights, and consulting company, has unveiled the results of the Kantar BrandZ Philippines 2025 Report, recognizing the country’s most meaningfully different brands. Presented at The Westin Manila, the launch spotlighted Filipino and international brands that stand out for shaping consumer perceptions, earning trust, and building lasting brand value.
This year’s report highlights Ayala Land, Philippine Airlines, Dove, Max’s, Bench, Lucky Me!, and Downy as among the most meaningfully different brands across different consumer categories. Each has successfully maintained relevance and carved a unique identity in an increasingly competitive, fast-changing market.
“Growth for us is always equated with brands,” said JV Villabroza, head of solutions, chief client officer, and president of Kantar Philippines. “Brands afford us a rule of thumb for choice. And when brands are meaningfully different, they don’t just attract more people; they also sustain long-term value.”
Celebrating the Philippines’ most meaningfully different brands
The Kantar BrandZ Philippines 2025 Report analyzed 120 brands across eight categories, measuring Demand Power, Kantar’s aggregated metric for a brand’s desirability and market potential and Future Power, a metric of a brand’s likelihood for future growth based on consideration and brand’s strength of awareness.
The meaningfully different brands for Filipinos named in their categories during the event were:
- Real Estate – Top: Ayala Land, followed by Megaworld
- Airlines – Top: Philippine Airlines, followed by Cebu Pacific; rankings in this category are highly influenced by domestic travel trends
- Feminine Beauty and Skincare – Top: Dove, followed by Pond’s
- Casual Dining – Top: Max’s, followed by Kuya J
- Apparel – Top: Bench, followed by Penshoppe
- Pantry Brands – Top: Lucky Me!, followed by Purefoods and Century Tuna
- Fabric Care – Top: Downy, followed by Surf
The event also recognized three rising Filipino brands: Luxe Organix, Delimondo, and Tiny Buds for their disruptive strategies and strong Future Power potential.
Meaningful difference as the foundation of growth
For two decades, Kantar BrandZ has consistently demonstrated that brands delivering a meaningful difference outperform their competitors.
“To attract more people, you need to be meaningfully different,” Villabroza explained. “Brands that succeed in this do not just stand out, they create predisposition. They become the first choice in consumers’ minds, ensuring relevance and resilience in the face of market pressures.”
Kantar research shows that meaningful difference is built on three key qualities:
- Meaningful – meeting real consumer needs and fitting naturally into daily life
- Difference – creating a brand identity that clearly sets it apart
- Salience – being consistently visible and top-of-mind at the moment of choice
“In a VUCA world, brands are no longer built on stability; they’re built on resilience, relevance, and meaningful difference,” said Eva Claravall, business unit head, head of marketing and growth, and CX lead at Kantar Philippines. “Brands that achieve this not only recover faster during crises but also emerge stronger than their competitors.”
Claravall added that meaningful difference is more than functional benefits: “It’s about relevance, emotional connection, and salience… The challenge for leaders today is to focus their limited resources on what will make the biggest difference in building their brand.”
About the Kantar BrandZ Philippines 2025 Report
The study surveyed a total of 3,360 respondents, with 420 respondents in each category, in 2024, producing Demand Power and Future Power scores. Demand Power reflects consumer preference and brand predisposition, while Future Power estimates a brand’s potential growth using predictive analytics.
Globally, Kantar BrandZ is the world’s most extensive brand equity study, encompassing over 4.5 million consumer interviews across 22,000 brands in 538 categories and 54 markets. Since 2006, it has provided marketers with actionable insights into building stronger, more valuable brands.
