Presenting Philippines’ Top Consumer Brands – are they also yours? | ABS-CBN
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Presenting Philippines’ Top Consumer Brands – are they also yours?
Presenting Philippines’ Top Consumer Brands – are they also yours?
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?
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?
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.
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.
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)
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)
Apart from the Philippines, the survey was also conducted in Indonesia, Malaysia, Singapore, Thailand, and Vietnam.
Apart from the Philippines, the survey was also conducted in Indonesia, Malaysia, Singapore, Thailand, and Vietnam.
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.
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.
Here’s the top 10 for the Philippines and you can discover if they are also yours.
Here’s the top 10 for the Philippines and you can discover if they are also yours.
No. 1 - Samsung
No. 1 - Samsung
Filipino consumers appreciate the high quality of Samsung'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 Samsung is the brand they are most likely to recommend to others.
Filipino consumers appreciate the high quality of Samsung'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 Samsung is the brand they are most likely to recommend to others.
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.
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.
No. 2 - Shopee
No. 2 - Shopee
Shopee 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.
Shopee 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.
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.
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.
No. 3 - Jollibee
No. 3 - Jollibee
Finally, we have a home-grown brand in the list with Jollibee. 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.
Finally, we have a home-grown brand in the list with Jollibee. 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.
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).
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).
Jollibee also picked up the second-highest score in the trustworthiness category, but when it came to quality, it slid outside the Top 10.
Jollibee also picked up the second-highest score in the trustworthiness category, but when it came to quality, it slid outside the Top 10.
No. 4 - Watsons
No. 4 - Watsons
This growing favorite as one-stop shop for medicines, hair care, skin care, beauty products, and even snacks ranked higher in the Philippines with 4th place, versus its fifth-place showing in Southeast Asia overall.
This growing favorite as one-stop shop for medicines, hair care, skin care, beauty products, and even snacks ranked higher in the Philippines with 4th place, versus its fifth-place showing in Southeast Asia overall.
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 customer service. It is not a leader in any brand category but made the top three for consumer touchpoints and trustworthiness.
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 customer service. It is not a leader in any brand category but made the top three for consumer touchpoints and trustworthiness.
No. 5 - GCash
No. 5 - GCash
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.
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.
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.
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.
No.6 - Lazada
No.6 - Lazada
Lazada ranked sixth in the Philippines and in Southeast Asia. It scored highly for brand awareness and purchase frequency, but fell behind other brands in the top 10 regarding trustworthiness and recommendation.
Lazada ranked sixth in the Philippines and in Southeast Asia. It scored highly for brand awareness and purchase frequency, but fell behind other brands in the top 10 regarding trustworthiness and recommendation.
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.
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.
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.
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.
No.7 - McDonald's
No.7 - McDonald's
McDonald's 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.
McDonald's 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.
However, like market favorite Jollibee, the fast food giant also falls outside the Top 10 in terms of quality of services.
However, like market favorite Jollibee, the fast food giant also falls outside the Top 10 in terms of quality of services.
No.8 - Netflix
No.8 - Netflix
Netflix is the only streaming platform to make the top 10. It didn't achieve a high purchase score, meaning it was too expensive for most, but the brand's awareness is high in the market.
Netflix is the only streaming platform to make the top 10. It didn't achieve a high purchase score, meaning it was too expensive for most, but the brand's awareness is high in the market.
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. It also scored highly for customer service, trustworthiness and innovation.
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. It also scored highly for customer service, trustworthiness and innovation.
No.9 - Apple
No.9 - Apple
Apple achieved one of the highest brand awareness scores overall (87 percent). However, it trails its closest rival, Samsung, in every category, mainly purchase frequency, where it received one of the lowest scores overall.
Apple achieved one of the highest brand awareness scores overall (87 percent). However, it trails its closest rival, Samsung, in every category, mainly purchase frequency, where it received one of the lowest scores overall.
Their price positioning is considered too expensive for most, so other budget phone makers are preferred over Apple's high-end handsets.
Their price positioning is considered too expensive for most, so other budget phone makers are preferred over Apple's high-end handsets.
However, Apple is a top scorer regarding quality of services, buying experience, customer service, trustworthiness, and innovation.
However, Apple is a top scorer regarding quality of services, buying experience, customer service, trustworthiness, and innovation.
No. 10 - Philippine Airlines
No. 10 - Philippine Airlines
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 quality of services, buying experience, and customer service.
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 quality of services, buying experience, and customer service.
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.
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.
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Aneth Ng-Lim
Philippines top 10 brands
top 10 brands
Samsung
Shopee
Jollibee
Watsons
Lazada
McDo
netflix
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