Kantar BrandZ unveils Philippines Most Meaningfully Different Brands

MANILA, Philippines — Kantar, the world’s leading data, insights and consulting company, has revealed 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 by 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.

“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.”

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 of future growth based on consideration and the 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.

For two decades, Kantar BrandZ has demonstrated that brands delivering meaningful difference consistently outperform competitors.

Eva Claravall, business unit head, head of marketing and growth and CX Lead at Kantar Philippines said 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 or 420 respondents for 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, with more than 4.5 million consumer interviews covering 22,000 brands across 538 categories and 54 markets. Since 2006, it has provided marketers with actionable insights to build stronger, more valuable brands.