Kantar cites property brands for sustaining growth potential in competitive market

Ayala Land, Inc. (ALI) and Megaworld Corp. have been identified as the top-performing real estate brands in the Philippines, according to the Kantar BrandZ Philippines 2025 Report.

Kantar, a global data, insights, and consulting firm, ranked ALI as the “Most Meaningfully Different Brand” in the property sector, followed by Megaworld. The report analyzed 120 brands across eight categories, measuring Demand Power—reflecting brand desirability and market potential—and Future Power, which gauges prospects for growth based on awareness and consumer consideration.

“These brands successfully maintained relevance and carved a unique identity in an increasingly competitive, fast-changing market,” Kantar said in its report.

The study defined “meaningfully different” brands as those that not only deliver functional benefits but also establish relevance, emotional connection, and visibility. Eva Claravall, business unit head and marketing growth lead at Kantar Philippines, said brand leaders today must prioritize resources toward strategies that create long-term differentiation. “It’s about relevance, emotional connection, and salience,” she noted.

The report also cited leading brands in other sectors: Philippine Airlines and Cebu Pacific in airlines; Max’s and Kuya J’s in casual dining; Bench and Penshoppe in apparel; Lucky Me!, Purefoods, and Century Tuna in pantry; Dove and Pond’s in feminine beauty and skincare; and Downy and Surf in fabric care. Emerging Filipino brands named include Luxe Organix, Delimondo, and Tiny Buds.

Kantar emphasized that sustained leadership will depend on how brands balance relevance with innovation and salience in a dynamic Philippine market.