Guess what?
SM Supermalls just bagged the title of the Strongest Brand in the Philippines for the second year in a row!
Out of 100 local brands evaluated by Brand Finance, SM stood out with a spectacular Brand Strength Index score of 95.3 out of 100. In fact, this impressive feat even beat their 2025 score and locked in a prestigious AAA+ rating for 2026.
Putting Customers First
Ultimately, the big win comes down to how much SM focuses on its customers and communities.
They do this through awesome experiences and personal engagement.
To illustrate this, SM Supermalls President, Steven Tan, shares their secret,
Our obsession in satisfying our customers drives us to keep innovating. Their receptiveness to what we do keeps us agile in implementing newer and bolder approaches that enhance the experiences they discover in our spaces.”
Furthermore, a great example of this mindset is their “Gala To The Max” campaign. It successfully brought people together for huge events like the Manila Marathon with 25,000 runners, the lively Castaway Music Festival, and the inclusive Kween Con celebration.
Malling with a Purpose
However, it is not just about shopping, as SM is also heavily invested in the community. For instance, during the current energy crisis, they stepped up their sustainability game by using massive solar panel networks across their malls to lower pressure on the national grid.
Consequently, this brilliant move helps redirect crucial power to vital places like schools and hospitals.
By doing so, SM is actively supporting the country’s renewable energy goals while cutting down on energy use.
Why Filipinos Love SM
In addition, Brand Finance points out that the top brands are the ones that connect emotionally and handle practical needs.
As a result, Alex Haigh, the Managing Director for Asia Pacific at Brand Finance, explains,
Brands that combine accessibility, emotional resonance, and everyday utility are outperforming in both value creation and brand strength.”
Today, with a massive network of 90 malls nationwide, SM has truly become a trusted staple in Filipino daily life because they perfectly blend dining, shopping, and entertainment to match exactly what consumers need.
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