Jollibee Group brands ranked among ‘most valuable’

MANILA, Philippines — Three brands under Jollibee Group’s portfolio have been ranked among the 30 most valuable brands in the Philippines by a leading global independent brand valuation company.

Jollibee, Mang Inasal and Chowking made it to Brand Finance’s top 30 most valuable brands in the Philippines.

Jollibee ranked second with its brand value rising 51 percent to $2.3 billion.

Brand Finance said Jollibee achieved perfect scores in metrics on familiarity and recommendation, underscoring its exceptional brand recognition and consumer loyalty.

Mang Inasal and Chowking ranked 15th and 22nd in the list, respectively.

Mang Inasal’s brand value surged by 201 percent to $374 million, while Chowking’s brand value soared by 56 percent to $252 million.

“These impressive valuations can be attributed to our ability in developing and scaling iconic brands consistently by providing delicious products and menu innovations, effective restaurant and franchise system and compelling consumer propositions brought to life through insightful marketing and relevant promotions,” said Jollibee Group president Ernesto Tanmantiong.

Brand Finance’s ranking refers to brand valuation, which is the future cash flow potential of the brand.

Also called the brand licensor’s value, it is based on the brand’s strength and future revenue forecast in the markets where it operates.

Jollibee Group ended the first quarter with a store network of 6,886 stores worldwide.

Its network comprises 3,337 stores in the Philippines and 3,549 stores abroad.

Its largest brands by store outlets worldwide are Jollibee with 1,676; CBTL, 1,165; Highlands Coffee, 782; and Chowking, 616.