Based on an independent 2023 study by Brand Finance, a business valuation and strategy consulting firm in London, PLDT Inc. is the Philippines’ most valuable brand.
The performance of the country’s largest integrated telco led to a 2% annual increase in brand value to US$2.6 billion. This helped the brand get a more significant share of the fiber market, which led to a 45% increase in year-on-year revenue.
Brand Finance said that PLDT was better than other telecommunications, banking, and food service brands because it focuses on innovation to improve customer service and move the country towards becoming a financial and technology hub.
The environmental efforts of PLDT were also praised. The Brand Finance report said the brand’s Sustainability Perceptions Value of US$222 million was the highest of all the brands it ranked. Brand Finance said that using carbon fiber technology in cell towers and installing solar roof panels cut greenhouse gas emissions by more than 137 tonnes.
“PLDT greatly appreciates the latest and prestigious recognition from Brand Finance for being conferred as the Most Valuable Filipino Brand this year. This inspires us more to continue providing the vital connectivity that powers our digital economy, enabling us to help transform the country into a globally competitive and digitally-empowered nation,” said Alfredo S. Panlilio, President and CEO of PLDT and its wireless subsidiary, Smart Communications, Inc. (Smart).
Brand Finance also praised PLDT’s use of carbon fiber cell site towers, which are part of an effort to help the environment by reducing carbon dioxide emissions by up to 70% compared to steel towers. Carbon fiber towers also take up less land, so there is less need to change land use.
Brand Finance’s recognition of PLDT and Smart’s efforts is just one of many things the Group is doing to improve the customer experience and become the leading ESG telco in the region. These goals are two of the five pillars of PLDT and Smart’s multi-year transformation plan, which they started in 2022 in response to the fast-changing market conditions in the Philippines.
Brand Finance’s recognition of PLDT and Smart’s efforts is just one of many things the Group is doing to improve the customer experience and become the region’s leading ESG telco. These goals are two of the five pillars of the multi-year transformation that PLDT and Smart started in 2022 in response to the fast-changing market conditions in the Philippines.
