Tech giant Samsung has beaten stiff competition to retain the top spot on our list of the best-loved brands by consumers in the Philippines.
The South Korean electronics giant received a best brand score in the Philippines of 81.1, surpassing homegrown favourites like GCash (78.5) and Jollibee (74.4) to claim the top spot on the list. Samsung benefited from achieving the highest score for quality of all brands (87%) and top scores in the buying experience, customer service and touchpoints categories.
The rankings, developed in partnership with research firm Pureprofile, were revealed at Campaign360 2025 in Singapore.
The study spans six key Southeast Asian markets: Indonesia, Thailand, the Philippines, Malaysia, Vietnam, and Singapore, and evaluates consumer sentiment across 50 top brands and 10 industry sectors. Brands were evaluated on nine key attributes: awareness, purchase intent, quality, recommendation, buying experience, customer experience, brand touchpoints, innovation, and loyalty.
Samsung tops the list of favourite brands among Filipino consumers with a Best Brand Score of 81.1, backed by high awareness (97%), purchase rate (88%), quality (87%), recommendation (83%), buying experience (89%), and loyalty (79%).
Shopee (79.8) and GCash (78.5) follow closely, both with near-universal awareness (99%) and very high purchase rates (96% and 97%), showing strong trust in e-commerce and digital wallets. Toyota stands out for its exceptional loyalty (93%), despite a lower purchase rate (48%), indicating a strong brand connection. While most brands have high awareness, purchase rates vary, highlighting the challenge of turning recognition into sales. Innovation scores are generally low (under 30%), suggesting brands could better showcase their creativity.
The data shows Filipino consumers value trust, quality, and smooth customer experiences amid economic uncertainty and content overload. Brands with strong buying experiences and customer service, such as Toyota (91%) and Watsons (84%), enjoy higher loyalty. Digital-first brands lead in purchase behaviour, with Shopee excelling in customer experience and GCash ranking high in innovation (44%). To succeed, brands must combine broad awareness with genuine engagement, align with local values, and refine their communication of innovation to stand out in this competitive market.
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If this story piques your interest, connect with the marketers behind the Philippines' top brands at Campaign Connect: Philippines on August 28 in Manila. The event is free for senior brand marketers. Find details here. |
Let's have a closer look at the top performers.
1. Samsung
Samsung's number one finish across Southeast Asia was enabled by its consistently high scores across all brand categories, and the same is true for the Philippines, where it also topped the country list. Filipinos appreciate the high quality of Samsung's products (rated 1st in quality) and also rate it highly for the buying experience, customer service, and brand touchpoints.
2. Shopee
Shopee’s near-universal brand awareness and high purchase frequency highlight its dominance in the local e-commerce space. Filipino shoppers appreciate the platform’s smooth buying experience and innovative features, which keep it ahead of competitors. While customer service remains an area for improvement, Shopee’s overall convenience and accessibility make it a favourite among online consumers.
3. GCash
GCash has become indispensable as the Philippines’ leading digital wallet, with widespread adoption driven by its ease of use and innovative services. It leads in purchase frequency (97%) and innovation (44%), the highest among the top 10. Its reputation for reliability encourages frequent use, though there is room to strengthen customer support and engagement. GCash’s role in everyday transactions highlights its growing importance in the digital economy.
4. Toyota
Toyota’s reputation for reliability and excellent service shines through in its strong customer loyalty and positive buying experiences. It shines in buying experience (91%), customer service (91%), and touchpoints (91%), reflecting its reputation for reliability and excellent service. Although vehicle purchases are less frequent than those in other categories, Filipinos consistently turn to Toyota for its quality and trustworthiness, cementing its status as a preferred automotive brand.
5. Netflix
Netflix remains the leading streaming platform in the Philippines, valued for its high-quality content and user-friendly interface. It has high ratings for quality (86%) and recommendations (87%). Although subscription costs may restrict frequent purchases, its strong brand loyalty and recommendation scores demonstrate its cultural influence and expanding presence in the Philippine entertainment market.
6. Nike
Nike’s blend of style, quality, and performance resonates well with Filipino consumers, who value the brand’s consistent delivery across product and service touchpoints. It performs well in quality (80%), customer service (79%), and buying experience (82%). Its innovation score (25%) and purchase frequency (78%) are solid but trail some peers.
7. Jollibee
Jollibee’s deep-rooted presence as a beloved local brand is reflected in its high purchase frequency and strong customer relationships. While innovation is not its strongest suit, its familiarity, taste, and accessibility keep it firmly entrenched as the country’s top fast-food choice.
8. Watsons 
Watsons stands out for its trusted customer service and in-store experience, making it a preferred destination for health and beauty products. Although its product quality and recommendation scores lag slightly, its strong brand awareness (93%) and consumer touchpoints (82%) sustain its market position.
9. Lazada
Lazada remains a significant player in ecommerce, valued for its extensive product range and high purchase frequency (90%). However, with lower scores in quality (72%), recommendation (71%), and customer service (71%) compared to Shopee, it indicates opportunities to improve customer relationships and service quality.
10. Philippine Airlines
Philippine Airlines rounds out the top 10 with a brand score of 71.4 and 96% awareness. It scores well in customer service (79%), touchpoints (75%), and buying experience (74%), but has a lower purchase frequency, likely due to pricing. It remains a trusted choice for domestic and international travel, benefiting from solid customer loyalty.
