Philippines has yet to produce world famous brands. This is not impossible considering that other
Asian countries like Japan which has Sony, Panasonic, and Sharp and South Korea
which produced Hyundai, Samsung, and LG.
For many years now, no Filipino brands have made it in the list of most
recognized brands in the world. However, Philippines can have its own world
famous brand with the government helping globally known companies to expand their business
outside of the country. There are already Pinoy brands with market exposure not
only in Asia but in other global regions as well.
Bench
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image from newstrendzph.com |
This is a Pinoy retail brand owned by Ben Chan and originally
started in 1987 as a small retail store selling t-Shirts for men. The business
grew and now has fragrances, housewares, snacks, men’s underwear, ladies
garment, and many different lifestyle products.
It has several stores established around Asia and the United States.
San Miguel Beer
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from sanmiguelbrewery.com.ph |
Right now, San Miguel Beer is one of the biggest sellers of beers and frequently lands in top ten lists of bestselling beers worldwide. Beer products of San Miguel are sold in China, Indonesia, Vietnam, Thailand, Malaysia, Hongkong, Australia and exported to more than 60 beer markets around the planet.
Penshoppe
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One Direction for Penshoppe before Zayn Malik left |
PLDT
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image from escalma.com |
PLDT as a brand is famous for its communication services and on
investments. The company is listed in New York Stock Exchange and performs well
as an investment proposition for investors.
The company has forged many partnerships to market digital products as
more Filipinos are embracing digital applications and products.
Banco De Oro
It is the largest bank in the country and owned by SM Group of
Companies. It provides financial products
and services to both corporate and retail markets. It also offers brokering, deposit collecting,
credit cards, foreign exchange, and among others.
As for international brand
exposure, BDO has one international branch in Hongkong and 19 other representation
and affiliations in areas like Middle East, Europe, Asia, and North America.
![]() |
Richard Yap aka Sir Chief from the popular Be Careful with My Heart show in 2012-2014, image from galleryofcanistel.wordpress.com |
Tanduay
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from tanduay.com |
Jollibee
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image from therealsingapore.com |
Jollibee tailing after them. This franchise has already opened its stores in the U.S., Brunei, Hongkong, Singapore, Qatar, Saudi Arabia, and Kuwait.
Chowking
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Alodia Gosengfiao for Chowking |
Philippine Airlines
Asia's oldest airline and the Philippines flag carrier is indeed
globally known due to its various international flights. In North America, PAL flies to Toronto and Vancouver in Canada, and Honolulu, Los Angeles, and San Francisco in the United States. In Asia, it flies to major cities like Tokyo,
Kuala Lumpur, Jakarta, Beijing, Abu Dhabi, Riyadh, Bahrain, Bangkok and many
others. In Europe, it has service flight
to London and other European cities. As for in the land down
under, it flies to Darwin, Sydney, Brisbane, and Melbourne, Australia. Clearly, this airline has huge international
exposure.
Cebu Pacific
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image from philfaqs.com |
This airline is known as a low cost airline due to its popularity of
offering promo and lite fairs. The airline
is relatively new as it was just founded two years after people power and
democracy was restored in the country. It
is a subsidiary of JG Holdings and officially headed by Lance Gokongwei. It flies to both domestic and international
locations. It has international routes in major cities in Asia like Jakarta,
Tokyo, Bangkok, Dubai, Taipei, Osaka, Macau, and Ho Chi Min for example. Just recently, Cebu Pacific has lodged its
first 100 Millionth passenger considering that it is just about to enter into a third
decade in the business of flying.
What it Takes to Become a Global Brand
According to Forbes
Magazine, there are five parameters in terms of what it takes to become a
global brand:
Understand buyer’s behavior
Just because your brand was able to adapt and adopt one culture, it already mean that the behavior is universal. No it's not. You need to understand buyer's behavior.
Position your brand
Look for the competitive advantage of your brand and start from there.
Know the hidden meaning of your brand name
Many products have failed to penetrate different markets due to its name. For example, Ford NOVA was a flop in Spain as NOVA in Spanish means “it doesn’t go.”
Broad thinking
Be flexible. If there is a need to change one part of your menu, then do it. For example, McDonald’s burgers in Indonesia are spicy and hot and it is only in the Philippines where it serves McSpaghetti.
Have good partners
In China for example, you need to enter into venture agreements before you can launch your business there. In other words, having the right connection through local business ventures, partnerships, and agreements cans spell the difference.
There is always that
possibility that a Filipino brand will eventually land a spot in top 100 international
brands. At the moment, Philippine owned companies should do its share of
achieving this and at the same time, the government must also provide the necessary
support like the way Korean government give its support to its “chaebol" or wealth and property.
jack and jill ( biscuits, sweets) of universal robina is very popular now in ASEAN countries, can we consider it too?
ReplyDelete--- Sompat Saeyong
Thanks! I'm sure it can be included if we write a part 2. :)
Delete