SM Supermalls Executive Vice President for Marketing Joaquin San Agustin represents SM at the Philippines Brand Forum fireside chat alongside fellow executives from PH Most Valuable and Strongest Brands, BDO and Jollibee.
Photo courtesy of SM Supermalls
SM Supermalls has been named the Philippines’ strongest brand for 2025 by Brand Finance, the world’s leading brand valuation consultancy.
With a Brand Strength Index (BSI) score of 95.0 out of 100 — the highest among all Philippine brands — SM Supermalls secured the top spot in brand strength, reflecting its leadership in customer experience, marketing, and stakeholder trust.
While it ranked 10th in overall brand valuation, with BDO Unibank retaining the top position, SM’s brand strength highlights its significant impact across commerce and community.
“SM Supermalls’ achievement as the strongest Filipino brand this year symbolizes success that is built around scale, innovation, and customer experience. Its growing physical presence, paired with its role in both commerce and community, reflects a brand deeply embedded in the nation’s social and cultural fabric,” said Alex Haigh, Managing Director of Brand Finance Asia-Pacific.
“These awards are shared victories for our shoppers, partners, and the communities we proudly serve,” said Steven T. Tan, President of SM Supermalls. “Being named the Philippines’ strongest brand affirms the passion and dedication of our SM family. But beyond the recognition, our greatest satisfaction comes from knowing we make people’s lives brighter every day — that’s what truly matters.”
Brand Finance evaluates over 5,000 of the world’s largest brands annually and adheres to international standards for brand valuation and evaluation. The results provide valuable insights for companies and investors looking for trusted and high-performing partners.
SM Supermalls congratulated BDO for maintaining its position as the country’s most valuable brand for the second year in a row.
