brands

Top 100 Brands in the Philippines 2018

Campaign Asia- Pacific’s Top 1000 Brands has released the top 100 brands in the Philippines this 2018! In collaboration with Nielsen, this research claims to be the most comprehensive in terms of consumer brand perception. The study explores consumers’ attitudes in 14 specific market, with 400 respondents from Philippines. It includes 15 major brand categories and 81 sub-categories.The respondents were given these following questions:

Question 1:

“When you think of the following category, which is the best brand that comes to your mind? By best, we mean the one that you trust the most or the one that has the best reputation in this category.”

Question 2:

“Apart from the best brand that you entered, which brand do you consider to be the second best brand in the category?”

Top 100 Brands in the Philippines in 2018

Philippines Top 100 Brands 2018. Image from Campaign Asia Pacific Page. No copyright infringement intended. — *Philippines Top 100 Brands in 2018. Image from Campaign Asia-Pacific Page. No copyright infringement intended.*

The list is dominated by global Consumer Electronics and Household and Personal Care brands. I’m a little bit surprised that only one brand from the food category made it to the top 10. And with Nike as the top apparel brand to boot. Well, that furthers Filipinos shift to an active and hopefully, healthier lifestyle.

It’s just sad that local brands are way further down. We got BDO and BPI in the 17th and 18th place respectively. And from the Food Category, we got Magnolia at 24th and Lucky Me at the 29th place. Jollibee’s at 41st while it’s rival, foreign brand McDo’s at 55th place. There’s also a dedicated page about the strongest home-grown brands in the Philippines and there they cited Jollibee at the top. A bit confusing when you see the actual rank, to be honest.

Philippines’ page also contains information about demographics, spending behavior, average income disposal, FMCG growth, consumer confidence index, etc.

As per United Nations 2017 Population Prospects there’s about 105 million Filipinos, dominated by 0 -14 years of age which consists 32%. This is followed by Gen Y, or those that are 20 to 34 years old at 25%. It’s important to note though that in terms of direct buying power, you want to bet with Gen Y and Gen X markets (age range: 20 to 49 years old) as they consist 44.7% of the population combined. And this market is what would actually back the demand or the influence on consumption from the younger ones because of their purchasing power.

It’s really nice to know that behind Food and Education, Filipinos are now more into Savings and Investment. And contrary to what many of us believe, only 3.2% of the respondents spend on pleasure travel or vacation. This is much lower than the ones who enjoy dining out at 6%.

Reports are also in for Australia, China, Hong Kong, Japan, and Singapore. And we’re about to see the drill down on the following markets in the next few weeks: India, Indonesia, Korea, Malaysia, New Zealand, Taiwan, Thailand and Vietnam.

I strongly recommend you visit Campaign Asia-Pacific’s 1000 Top Brands because it would also allow you to compare brands per year and by APAC market or category. You can also pit brands against each other. It’s really a marketer’s and advertiser’s haven. Happy exploring!

P.S. Congratulations Samsung! And Apple, keep up! Though what I really want to say is, we Filipinos should love our own products more. It’ll be nice if the top 10 are all home-growns.

P.P.S. Of course, as in any other research, please take the result with a pinch of salt, because if there’s only 400 respondents from the Philippines and there’s already 105M of us, that means, the sample isn’t even 1% of the population, hardly a solid representation of the country.

As always, thanks for dropping by!

I used Canva to create the Featured Image

4 Brand Campaigns That Try to Break Social Norms

Norms.

It’s one of the most influential factors that shape who we are, the society and the times we live in. We grow up and we just accept that there’s always a certain way of doing things. Or we hold on to beliefs, no matter how limiting they are, because so many people are holding on to the same truths.

So we go on passively accepting that such is life. We tell ourselves: life isn’t always fair, there are more questions than answers, time’s ticking away and we got to get on with it.

But the beauty of time is that it brings change. Change that can take the form of a revolution – one that can either be subtle or really violent. And often times, the most disruptive changes are brought about not by arms or force, but by thoughts and emotions.

What follows are four brand campaigns trying to break social norms. Each brand tries to put an idea out there. All aiming to encourage audiences to take a stand, to do something whether it’s for or against the beliefs that we find to be true, meaningful and important in our lives.

Brand Campaign 1: Dove’s Real Beauty

Arguably, one of the most controversial ideas ever to puzzle mankind is the definition of beauty. The royals, the artists, even the lay people on streets have their own take on what makes someone or something beautiful. For the most part, it is a subjective evaluation, but society also pushes the “ideal” standards of beauty that everyone feels pressured to strive for.

Dove’s campaign for real beauty is not only groundbreaking. It’s also brave. Definitely edgy. And most of all dynamic. It all started with this time lapse video of a model. And from then on, the brand never stopped it’s advocacy on telling women all over the world that beauty cannot be put in a box, or measured, or even labeled. The brand’s message is to forever appreciate yourself and be proud of who you are.

Here another one from Dove:

Brand Campaign 2: SK-II’s Change Destiny

I’d like to believe that the tradition of marrying off daughters springs from a very positive, loving place. But we all know history. Women were often given away for dowries, for political gains, or simply to lessen the burden from their own families.

Asian societies, no matter how open and advanced they’ve become, still stick to the notion that women are homemakers. And they must be married off at a certain age. Otherwise, they’re not fulfilling their duty to the society because they did not do what they’re expected to do.

In this very moving brand campaign, “leftover women” tries to reach their parents hearts – trying to make them see the reason behind their choices and assuring them that it’s still okay. They’re still going to be productive, meaningful individuals even without husbands or families. Being single past the marrying age doesn’t reduce who they are and doesn’t make them lesser members of the society.

Brand Campaign 3: P&G’s My Black is Beautiful

Launched at the height nationalistic sentiment, biases and prejudice, this campaign aims to encourage everyone to speak up and find ways on how to get along amidst all the differences. It makes the audiences uncomfortable because it highlights a social issue that was once considered taboo. As the ad says, “It’s time for everyone to talk about bias.”

Brand Campaign 4: Always’ Like A Girl

You’ve heard it before. When you’re acting so soft, so sentimental or weak, you’re more likely to be called a “girl”. Here’s a brave re-frame of the that notorious term by Always. It gives emphasis on a girl’s strength and amazing potential.

Most of these ads may have been all about women and their rights, but don’t think that I’m discriminating other genders or belittling other social issues. If you’ve come across a campaign that truly inspired you, let us know about them. You can either put them in the comments or send me a personal message so I can add them on the list.

As always, thanks for dropping by!

Featured Photo by Jilbert Ebrahimi

The Bottom Line of Advertising | Philippine Association of National Advertisers – PANA Website

Visited PANA’s website today and came across this industry news about The Bottom Line of Advertising.

In a gist:

Even people from the industry can’t guarantee that greater ad spending leads to higher sales.

Advertising is a shout out to all your prospects and your current customers. It only helps to take your brand out there, to inform the market what you can do and the problems that you solve.

It’s not the be all and end all of marketing. In fact, advertising is just one of the many promotions activities that you can do when launching or marketing your products or services.

Ads effectiveness are measured through impressions, reach, engagement or resonance. Sadly, these indicators aren’t directly translatable to sales.

These figures just tell you how many people have heard about your product, are aware that it exists and its purpose. Whether they will convert depends on how effectively you integrate different activities on your marketing campaigns.

Advertising though, can greatly impact your brand or services in the long run. There was this one study that says, brands that steadily advertise, even during recession, have achieved higher sales at the end of the difficult economic period. Why?

Because most people would turn to a brand or product that sticks around no matter what. Brands, products, or services that consistently makes their presence felt and communicates to their market can hardly be forgotten. And that’s how a brand, product or services achieve share of mind. And once you got that space, it may not be very difficult to get share of wallet. 😉

What is a brand?

“A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” – Michael Eisner

Michael Eisner was Disney CEO from 1984 to 2005. In my years of studying marketing, I was surprised I haven’t come across his definition of a ‘brand’ before. I came across this statement while reading Maxwell’s The 17 Indisputable Laws of Teamwork.

In the coming days, I’ll post a short article about the biggest and most revered brands in the Philippines and try to illustrate how these brands influence Filipinos’ choices as consumers.

Share with us your own definition of a brand or tell us some of the brands that you really, really love by leaving a comment below.

Photo Credit: Express Monorail via photopin cc