International market research company Kantar 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 for shaping consumer perceptions, earning trust, and building lasting brand value.
“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 for future growth based on consideration and brand’s strength of awareness.
For real estate, Ayala Land was named the top brand followed by Megaworld. In Airlines, Philippine Airlines came up on top, followed by Cebu Pacific. Kantar shared that the rankings in this category are highly influenced by domestic travel trends.
For feminine beauty and skincare, Dove was named the top brand followed by Pond’s. Max’s claimed number 1 for casual dining followed by Kuya J while Bench was named top brand in Apparel, followed by Penshoppe.
Lucky Me! Was the top pantry brand followed by Purefoods and Century Tuna while Downy was the top fabric care brand followed by Surf. The event also recognized three rising Filipino brands, namely Luxe Organix, Delimondo, and Tiny Buds for their disruptive strategies and strong Future Power potential.
“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.”
