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PLDT tops Brand Finance ranking as the Philippines’ most valuable brand

PLDT leads in brand value, innovation, and sustainability.
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PLDT, the country’s largest integrated telco, has been named as the Philippines’ most valuable brand by Brand Finance, a London-based business valuation and strategy consulting firm.

According to the independent 2023 study, PLDT increased its brand value by 2% to US$2.6 billion, thanks to its innovation and customer service that boosted its market share and revenue in the fiber industry.

PLDT outperformed other brands in telecommunications, banking, and food service sectors in the Brand Finance ranking. The firm praised PLDT for its consistent focus on innovation as a key driver to improve customer service and propel the nation toward becoming a financial and technology hub.

PLDT also received recognition for its sustainability initiatives, posting the highest Sustainability Perceptions Value among all brands listed in the ranking at US$222 million. Brand Finance cited PLDT’s use of carbon fiber technology for cell towers and solar rooftop panels that reduced greenhouse gas emissions by over 137 tonnes.

Alfredo S. Panlilio, President and CEO of PLDT and its wireless subsidiary, Smart Communications, Inc. (Smart), expressed his appreciation for the prestigious recognition from Brand Finance.

“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,” Panlilio said.

He added that the recognition shows that PLDT’s efforts to create brand loyalty, awareness, associations, and maintain international standards of its products and services among its stakeholders are paying off.

Brand Finance also lauded PLDT’s deployment of carbon fiber cell site towers, an environmental initiative that seeks to reduce carbon dioxide production by up to 70%, compared to using traditional steel towers. Carbon fiber towers also use less land space, reducing the need for land repurposing.

Panlilio said that the citation also reinforces PLDT and Smart’s commitment to bridging the digital divide in support of the government’s digitalization goals. He is a founding member of the Private Sector Advisory Council (PSAC) Digital Infrastructure group, which has this mandate.

PLDT and Smart’s efforts recognized by Brand Finance are among the broad range of initiatives undertaken by the Group in its continuing drive to elevate customer experience and become the region’s leading ESG telco. These objectives are two of the five pillars of PLDT and Smart’s multi-year transformation launched in 2022 in response to the rapidly shifting market conditions in the Philippines.

Bryan is a geek at heart and a tech enthusiast by choice. He has a strong background in corporate communications, marketing services, and customer relations having worked in the telecommunications and banking sectors for over two decades. In his spare time, he enjoys watching clips on YouTube and binge watching shows on Netflix.

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