Filipino fast-food restaurant chain Jolibee has beaten stiff competition to claim the top spot in our list of the top 10 best-loved brands by consumers in the Philippines.
Jollibee has topped the list of the Philippines’ best-loved brands, beating major international names like Samsung and Colgate.
The rankings come from YouGov BrandIndex, revealed at Campaign360 2026 in Singapore. The study measured consumer sentiment across 11 Asia-Pacific markets and evaluated 50 major brands.
Knowledge tier subscribers can unlock the complete rankings and in-depth analysis for the top 50 brands in the Philippines later this week.
How brands were ranked: YouGov BrandIndex uses a composite score (-100 to 100) based on six metrics: Impression, Quality, Value, Satisfaction, Reputation, and Recommendation.
Let's have a closer look at the top performers.
1. Jollibee (Index: 63.1)
The clear winner and national icon. Jollibee scored highest in impression (71), value (67.1), satisfaction (64.4), and recommendation. Filipinos see it as more than fast food and pretty much a family-centric cultural staple with the largest local QSR network.
2. Samsung (58.9)
Strong in quality and reputation (mid-60s) with high recommendation. Consumers trust its reliability and wide product range, keeping it the top international brand in the country.
3. Colgate Toothpaste (55.4)
A household essential. High scores in quality, satisfaction, and reputation make it the default, trusted choice for daily oral care.
4. Century (53.8)
Homegrown FMCG brand is strong in quality and satisfaction. Valued for convenient canned meats and ready-to-eat meals that fit everyday Filipino routines.
5. Yakult (53.5)
Popular probiotic drink with solid quality and recommendation scores. Seen as a light, healthy daily habit, especially among families and children.
6. Shopee (53.0)
Leading e-commerce platform. High impression, value, and recommendation scores reflect its convenience and accessibility, despite slightly lower quality perception.
7. Toyota (49.4)
Dominates on quality, satisfaction, and reputation for dependability. Lower recommendation score shows trust without strong advocacy. Remains the top vehicle brand.
8. Uniqlo (46.8)
Appreciated for quality and minimalist style. Steady reputation but room to improve perceived value and word-of-mouth.
9. McDonald’s (46.4)
Strong on convenience and availability. Solid impression but trails local rival Jollibee in cultural connection and emotional loyalty..
10. Petron (43.6)
The largest fuel retailer with a strong nationwide network. Good quality and reputation scores, but lower satisfaction leaves room to improve service and customer engagement.
