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Presenting Philippines’ Top Consumer Brands – are they also yours?

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Aneth Ng-Lim

<div style="margin:0cm"><span style="color:black">With Hallyu or Korean wave continuing to be popular in the Philippines, it should come as no surprise that the top consumer brand for Filipinos is Samsung.  Should we “blame” or “credit” all the Korean dramas that we have been watching non-stop for Samsung getting a number one finish?</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">This year, two regional marketing communication companies teamed up to rank Southeast Asia’s top 50 consumer brands. Campaign360, in partnership with Milieu Insight, conducted over 10,000 online interviews, and tracked more than 1,200 brands from 11 sectors.  </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">Brands were ranked using nine attributes: Awareness, purchase, quality, buying experience, customer service, trustworthiness, innovation, brand touchpoints (ease of use across all digital and offline brand interactions), and advocacy (degree of recommendation)</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">Apart from the Philippines, the survey was also conducted in Indonesia, Malaysia, Singapore, Thailand, and Vietnam.</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">Korean conglomerate Samsung claimed the top spot not only for the Philippines but also across Southeast Asia.  Based on the survey, Samsung achieved the highest brand awareness score of all brands (93 percent) plus top scores in the quality, trustworthiness, and innovation categories.   </span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">Here’s the top 10 for the Philippines and you can discover if they are also yours.</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><strong><span style="color:black">No. 1 - Samsung  </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">Filipino consumers appreciate the high quality of Samsung&#x27;s products (rated 1st in quality), and it also got the highest scores for consumer touchpoints, trustworthiness, and innovation.  But what’s really impressive is that Filipinos also said that </span><a href="https://news.abs-cbn.com/video/business/01/18/24/samsung-packs-newest-galaxy-s24-smartphones-with-ai-functions-to-beat-apple"></a><span style="color:black"><a href="https://news.abs-cbn.com/video/business/01/18/24/samsung-packs-newest-galaxy-s24-smartphones-with-ai-functions-to-beat-apple">Samsung</a></span><span style="color:black"> is the brand they are most likely to recommend to others.   </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">It’s one thing for you to like a product, but another to actively promote it. This is something all brands want and work hard to achieve.</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><strong><span style="color:black">No. 2 - Shopee  </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><a href="https://news.abs-cbn.com/lifestyle/2024/5/28/shopee-taps-girl-group-bini-to-attract-filipino-gen-zs-1452"></a><span style="color:black"><a href="https://news.abs-cbn.com/lifestyle/2024/5/28/shopee-taps-girl-group-bini-to-attract-filipino-gen-zs-1452">Shopee</a></span><span style="color:black"> ranked second across the region, and it also came second in the Philippines for its best brand score. And while it is only second overall, Filipino shoppers gave it the highest customer experience score across all brands in the list. </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">As a brand, it was ranked highly for its customer experience across all its online and offline touchpoints. The leading e-commerce platform also received the second-highest score for purchase frequency, with only Jollibee ahead of it.</span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black"><a href="https://news.abs-cbn.com/business/2024/2/5/fake-goods-ban-in-place-shopee-says-after-us-flagging-1647" rel="noopener noreferrer" target="_blank">Fake goods ban in place, Shopee says after US flagging</a></span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><strong><span style="color:black">No. 3 - Jollibee  </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">Finally, we have a home-grown brand in the list with </span><a href="https://news.abs-cbn.com/business/2024/2/27/jollibee-named-second-fastest-growing-restaurant-in-the-world-1522"></a><span style="color:black"><a href="https://news.abs-cbn.com/business/2024/2/27/jollibee-named-second-fastest-growing-restaurant-in-the-world-1522">Jollibee</a></span><span style="color:black">. While it came third in the list of best-loved brands, it was the top Filipino brand overall and the top food brand in the ranking. </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">It achieved a top score for consumer touchpoints and actually tied with Samsung as the brand Filipinos most likely recommend (guilty of this as I always recommend Jollibee to every tourist that crosses my path).</span><span style="color:black"> </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">Jollibee also picked up the second-highest score in the trustworthiness category, but when it came to quality, it slid outside the Top 10.</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><strong><span style="color:black">No. 4 - Watsons  </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">This growing favorite as one-stop shop for medicines, hair care, skin care, beauty products, and even snacks ranked higher in the Philippines with 4<sup>th</sup> place, versus its fifth-place showing in Southeast Asia overall. </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">Across the region, it excels at brand awareness, in-store buying experience (don’t you just love the never ending Buy-One-Take-One offers?), and </span><a href="https://news.abs-cbn.com/business/12/14/22/buy-now-pay-later-for-medicines-launched-by-watsons-atome?trk=public_post_main-feed-card_feed-article-content"></a><span style="color:black"><a href="https://news.abs-cbn.com/business/12/14/22/buy-now-pay-later-for-medicines-launched-by-watsons-atome?trk=public_post_main-feed-card_feed-article-content">customer service</a></span><span style="color:black">. It is not a leader in any brand category but made the top three for consumer touchpoints and trustworthiness.    </span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><strong><span style="color:black">No. 5 - GCash  </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">As the country’s top digital wallet brand, Filipinos use GCash to pay for many daily online purchases and necessities. It’s almost impossible to find someone who does not have GCash, and when you do, you wonder if they have been living under a rock this last decade. </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black"><a href="https://news.abs-cbn.com/business/2024/5/23/gcash-ipo-to-depend-on-market-conditions-globe-says-1452" rel="noopener noreferrer" target="_blank">GCash IPO to depend on market conditions, Globe says</a></span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">GCash scored exceptionally well across all categories, achieving high scores for buying experience and was a brand many said they would recommend. It got the second-highest score for innovation (65 percent), finishing just one point behind Samsung.</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><strong><span style="color:black">No.6 - Lazada  </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">Lazada ranked sixth in the Philippines and in Southeast Asia. It scored highly for brand awareness and </span><a href="https://news.abs-cbn.com/business/2024/3/12/more-ph-local-brands-joining-lazada-ceo-1241"></a><span style="color:black"><a href="https://news.abs-cbn.com/business/2024/3/12/more-ph-local-brands-joining-lazada-ceo-1241">purchase frequency</a></span><span style="color:black">, but fell behind other brands in the top 10 regarding trustworthiness and recommendation. </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">In any of the brand categories, it could not beat its closest rival, Shopee, something that surprised me, who has switched to Lazada after many years as Shopee patron.  </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">Personally I am drawn to Lazada for its aggressive discount campaigns with many payment partners, so much so that I have been guilty of spaving (spending to save) on more occasions I would like to admit.</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><strong><span style="color:black">No.7 - McDonald&#x27;s  </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><a href="https://news.abs-cbn.com/business/06/15/23/mcdonalds-philippines-eyes-opening-20000-jobs-to-filipinos"></a><span style="color:black"><a href="https://news.abs-cbn.com/business/06/15/23/mcdonalds-philippines-eyes-opening-20000-jobs-to-filipinos">McDonald&#x27;s</a></span><span style="color:black"> achieved a 7th place ranking, and is a top scorer in brand awareness and purchase frequency. It has consistently achieved good scores across most brand categories, including buying experience and trustworthiness. </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">However, like market favorite Jollibee, the fast food giant also falls outside the Top 10 in terms of quality of services.   </span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><strong><span style="color:black">No.8 - Netflix    </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><a href="https://news.abs-cbn.com/entertainment/2024/2/6/k-content-to-watch-out-for-in-netflix-this-2024-1553"></a><span style="color:black"><a href="https://news.abs-cbn.com/entertainment/2024/2/6/k-content-to-watch-out-for-in-netflix-this-2024-1553">Netflix</a></span><span style="color:black"> is the only streaming platform to make the top 10. It didn&#x27;t achieve a high purchase score, meaning it was too expensive for most, but the brand&#x27;s awareness is high in the market. </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">For Filipinos who are Netflix subscribers, they helped the streaming giant achieve the highest score for buying experience and the second-highest score for quality of services, finishing just one place behind Samsung. </span><span style="color:black">It also scored highly for customer service, trustworthiness and innovation.     </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black"><strong>No.</strong></span><strong><span style="color:black">9 - Apple    </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">Apple achieved one of the </span><a href="https://news.abs-cbn.com/business/01/17/24/apple-ends-samsungs-12-year-run-as-worlds-top-smartphone-seller"></a><span style="color:black"><a href="https://news.abs-cbn.com/business/01/17/24/apple-ends-samsungs-12-year-run-as-worlds-top-smartphone-seller">highest brand awareness scores overall</a></span><span style="color:black"> (87 percent). However, it trails its closest rival, Samsung, in every category, mainly purchase frequency, where it received one of the lowest scores overall. </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">Their price positioning is considered too expensive for most, so other budget phone makers are preferred over Apple&#x27;s high-end handsets.</span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">However, Apple is a top scorer regarding quality of services, buying experience, customer service, trustworthiness, and innovation.</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><strong><span style="color:black">No. 10 - Philippine Airlines    </span></strong></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black">Our flag carrier is the third national brand to make it in the list, and is also the only travel brand in the top 10. It scores highly across </span><a href="https://news.abs-cbn.com/business/2024/2/23/pal-is-most-on-time-airline-in-apac-in-jan-consultancy-1246"></a><span style="color:black"><a href="https://news.abs-cbn.com/business/2024/2/23/pal-is-most-on-time-airline-in-apac-in-jan-consultancy-1246">quality of services</a></span><span style="color:black">, buying experience, and customer service. </span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black">But the survey showed that purchase frequency is low, suggesting their prices might be too expensive for most (or we can just blame the low budget airlines). Nevertheless, it is among the top scorers when it comes to trustworthiness.</span></div><div style="margin:0cm"><span style="color:black"> </span></div><div style="margin:0cm"><span style="color:black"><strong>RELATED STORY:</strong></span></div><div style="margin:0cm"><br/></div><div style="margin:0cm"><span style="color:black"><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/R8Wtm6ec2r0?autoplay=1&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span></span><br/></div>