Recognized for strength in service, innovation

Photo source: Pexels

The commitment to continued service is grounded in the belief that meaningful connections are built through consistency, care, and responsiveness. It is about showing up each day with purpose—supporting communities, improving everyday experiences, and creating spaces that feel welcoming and inclusive. As times change, the dedication to serving others remains constant, guided by a desire to uplift lives and make a positive difference in both ordinary and extraordinary moments.

This unwavering focus on meaningful service has contributed to recent recognition and strengthened the brand's reputation both locally and globally.

SM Supermalls has been recognized as one of the strongest brands in the Philippines for 2025 by Brand Finance, a global consultancy known for brand valuation and strategy. Achieving a Brand Strength Index (BSI) score of 95.0 out of 100—one of the highest in this year's Philippine rankings—this acknowledgment reflects SM Supermalls' ongoing efforts in delivering value through innovation, customer engagement, and community impact.

Photo source: Brand Finance

In Brand Finance's latest report, SM Supermalls placed 10th in overall brand valuation. BDO retained its lead for the second consecutive year. Meanwhile, SM Supermalls earned the top ranking for brand strength, indicating its role in marketing, customer service, and stakeholder engagement. For business partners and investors, this highlights a brand that continues to create space for progress and long-term value.

"SM Supermalls' achievement as the strongest Filipino brand this year symbolizes success that is built around scale, innovation, and customer experience. Its growing physical presence, paired with its role in both commerce and community, reflects a brand deeply embedded in the nation's social and cultural fabric," said Alex Haigh, Managing Director of Brand Finance Asia-Pacific.

Brand Finance Managing Director for Asia-Pacific Alex Haigh announces the Philippines' Top 50 Most Valuable and Strongest Brands at the Philippines Brand Forum 2025. Photo source: SM Supermalls

Rather than viewing these global accolades as mere awards, SM Supermalls sees them as indicators of its sustained pursuit of service quality, digital transformation, and inclusive growth. Through its various initiatives and customer-centered programs, SM Supermalls strives to make a positive difference in people's lives.

"These awards are shared victories for our shoppers, partners, and the communities we proudly serve," said Steven Tan, President of SM Supermalls. "Being named the Philippines' strongest brand affirms the passion and dedication of our SM family. But beyond the recognition, our greatest satisfaction comes from knowing we make people’s lives brighter every day—that is what truly matters."

SM Supermalls Executive Vice President for Marketing Joaquin San Agustin represents SM at the Philippines Brand Forum fireside chat alongside fellow executives from PH Most Valuable and Strongest Brands, BDO and Jollibee. Photo source: SM Supermalls

Brand Finance evaluates more than 5,000 global brands annually and follows internationally recognized standards such as ISO 10668 (Brand Valuation) and ISO 20671 (Brand Evaluation). Its methodology provides reliable benchmarks for businesses exploring strategic opportunities.

For tenants, corporate partners, and stakeholders, this recognition reaffirms SM Supermalls' position as a collaborative space where businesses grow and communities thrive. It is a brand built on trust and continuous improvement.

As a long-standing retail presence in the Philippines, SM Supermalls continues to build its identity around service, accessibility, and community involvement. This milestone serves as both an honor and a motivation to deepen its impact in the years ahead.

SM Supermalls also extends heartfelt congratulations to BDO for once again being recognized as one of the Philippines' leading brands in 2025.