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ABS-CBN among most valuable PH brands: survey

ABS-CBN among most valuable PH brands: survey

Jekki Pascual,

ABS-CBN News

 | 

Updated Sep 17, 2024 09:10 PM PHT

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MANILA — Media company ABS-CBN has been honored by Kantar as among the most valuable Philippine brands for 2024.

The company is included in the Kantar BrandZ Philippines 2024 report.

ABS-CBN is recognized in the ‘Video Entertainment’ category and it’s the only Filipino firm in the top 3 which included YouTube and Netflix.

Kantar officials said online video and streaming apps are growing significantly as the world moves to the digital age, but ABS-CBN remains among the top brands because of its deep connection with the viewers.

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“Even if you do not have the signal anymore, people still remember. I think the ‘Kapamilya’ has been very helpful in facilitating that emotive connecting with consumers,” said Kantar Philippines Chief Client Officer Jose Villabroza.

Eva Claravall, Kantar Philippines Group Head and the Customer Experience, Commercial Lead for Asia Pacific, added that ABS-CBN’s strong content in the past years have solidified its connection with the audience.

“Brand building is not just talking about brands, but also building communities of loyal viewers who believed in what they have to say and who have been entertained over the years by the content it has produced,” Claravall said.

Meanwhile, GCash, PayPal, and Maya were honored in the ‘Payment Networks’ category with GCash as the frontrunner. Bear Brand is the top brand in the ‘Dairy’ category followed by Yakult and Milo. And in the ‘Fast Food’ category, Jollibee leads the pack, then Mcdonald’s and Mang Inasal.

Red Horse Beer was also recognized as the top Filipino brand in Southeast Asia.

“These are companies who remained consistent in their positioning. These are companies who remained connected with consumers, continuously understanding them And to some extent, these companies also optimize their marketing investment to achieve level at which they are at,” said Villabroza.

The Kantar BrandZ report is based on an online survey conducted in November 2023 which ranks top-performing brands based on consumer demand, among others.

Globally, BrandZ is an extensive brand equity study with over 4 million consumer interviews in 54 markets.

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ABS-CBN is the leading media and entertainment company in the Philippines, offering quality content across TV, radio, digital, and film. Committed to public service and promoting Filipino values, ABS-CBN continues to inspire and connect audiences worldwide.

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© 2025 ABS-CBN Corporation. All Rights Reserved.