Jollibee Group Brands Shine in Brand Finance Philippines 2025 Rankings

(Image Courtesy: Mang Inasal) Jollibee was recognized as the 2nd Most Valuable Filipino Brand and part of the Top 10 Strongest Filipino Brands. Mang Inasal was named the 25th Most Valuable Filipino Brand and also became part of the Top 10 Strongest Filipino Brands. Chowking emerged as the 32nd Most Valuable Filipino Brand and was hailed as a Brand to Watch for 2025.

Demonstrating the strength of its brand portfolio, Jollibee Group, one of the world’s fastest-growing restaurant companies, continues to reinforce its brand leadership in the Philippines as Jollibee, Mang Inasal, and Chowking secured top recognitions in the Brand Finance Philippines Top 50 2025 rankings, an evaluation of the country’s strongest and most valuable brands.

In the newly released report by Brand Finance Philippines, the world’s leading independent brand valuation consultancy, Jollibee Group brands earned key distinctions based on brand strength, brand value, and year-on-year growth—further highlighting the Jollibee Group’s strategic investments in brand equity, customer experience, and innovation.

“As we grow globally, we continue to nurture the brands that people love—like Jollibee, Mang Inasal, and Chowking. We are honored to once again see our brands earn top distinctions in Brand Finance’s annual rankings,” said Ernesto Tanmantiong, Jollibee Group Global President and Chief Executive Officer. “These latest recognitions reflect the trust and love of our consumers, the hard work of franchisees who have helped our brands achieve this status, and the continued dedication of our teams to build brands that resonate deeply with our customers."

Jollibee: Iconic Brand, Enduring Love

Jollibee, the Group’s flagship brand, has been recognized as the 2nd Most Valuable Filipino Brand for two consecutive years and continues to be among the Top 10 Brands in terms of brand strength. Its signature products, such as Chickenjoy fried chicken, Jolly Spaghetti, and Yumburger, remain staples in Filipino households, beloved across generations.

Mang Inasal: Leading with Strength and Growth

Mang Inasal continues its upward trajectory ranking as the 25th Most Valuable Filipino Brand for 2025 and earning a spot at the Top 10 Strongest Brands list. Known for its signature ihaw-sarap, unli-saya offerings and strong value-for-money positioning, the brand continues to win the hearts of Filipino consumers nationwide.

Chowking: Building Momentum with Growth

Chowking’s recognition as the Brand to Watch signals its rising influence and strong growth potential, and ranking as the 32nd Most Valuable Filipino Brand underscores the success of its modernization and menu innovation efforts. With its growing appeal across dine-in, takeout, and delivery platforms, the brand continues to accelerate growth and expand its reach.

Strong Brands, Stronger Connections

According to Brand Finance, brand rankings are based on a combination of marketing investment, stakeholder equity, and business performance.

The strong showing of Jollibee Group brands in the 2025 rankings reflects the Group’s strategic brand-building and its ability to adapt to evolving consumer needs—delivering meaningful, joyful experiences that strengthen emotional connection and loyalty.

“Jollibee, Mang Inasal, and Chowking continue to demonstrate strong brand fundamentals through high familiarity, customer loyalty, and consistent performance,” said Alex Haigh, Managing Director of Brand Finance Asia Pacific.

“Their presence at the top of the rankings is the best proof of how deeply these brands are woven into the everyday lives of Filipino consumers,” he explained.

Ultimately, at the heart of Jollibee Group’s success is its dedication and passion for bringing joy to its consumers—one meaningful meal at a time.

“Our passion has always been for delivering superior taste and joyful dining experiences—this is what drives our brand value. And, behind these brand-building efforts and honors are our dedicated and time-tested teams, which not only deliver business performance but also connect meaningfully with the people and communities we serve. I extend my heartfelt congratulations and gratitude to our teams whose hard work made this achievement possible,” said Joseph Tanbuntiong, Jollibee Group Philippines Chief Executive Officer.

The Jollibee Group continues to gain international recognition for its business performance and workplace excellence, having been included in TIME Magazine’s World’s Best Companies, and Fortune Southeast Asia 500.
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Each year, the Brand Finance evaluation report analyzes over 5,000 of the world’s largest brands, rigorously assessing their value within individual countries and across the global business landscape.