WebClick Tracer

Wow manok! Mang Inasal soars as Philippines’ strongest brand

by Ian C. Sayson

Fast-food chain Mang Inasal was named the country’s strongest brand by a global valuation consultant, confirming ultra bilyonaryo Tony Tan Caktiong’s foresight to acquire the chicken barbecue chain in 2010.

“In terms of brand strength, Mang Inasal is the strongest among the most valuable Philippine brands ranked this year,” according to Brand Finance Philippines 2024 Report.

The brand value of Mang Inasal, which was founded by bilyonaryo Injap Sia in 2003, has surged by 201 percent to $374 million in Brand Finance’s latest report. That’s the sharpest increase among the most valuable Philippine brands, according to the global consultant.

Mang Inasal, which Sia sold to Tan Caktiong’s Jollibee Foods Corp. for P5 billion in a two-stage transaction, has surpassed Chowking, a Chinese restaurant chain also owned by Jollibee. Brand Finance reported that Chowking, an older chain than Mang Inasal, saw its brand value rise by 56 percent to $252 million.

Its popularity among consumers is evident in its outlets, which usually draw a larger crowd than Chowking, according to Bilyonaryo.com’s observation. Sometimes, Mang Inasal outlets even attract a bigger crowd than Jollibee, the second most valuable Philippine brand valued at $2.3 billion by Brand Finance.

Mang Inasal’s brand has an impressive Brand Strength Index score of 86.3 out of 100, with a corresponding brand strength rating of AAA, according to the global consultant.

“Its performance was driven by factors such as a perfect score for brand familiarity, in line with an expanded store network in the country,” Brand Finance said.

Trailing Mang Inasal are Bear Brand and Globe Telecom as the second and third strongest brands in Brand Finance’s list, respectively.

Joining Mang Inasal and Chowking, Ayala Land is among the three companies that posted the largest brand value growth, according to the global consultant. Ayala Land’s brand value jumped by 54 percent to $451 million, it said.

Mang Inasal jumped eight places to become the 15th most valuable Philippine brand while Chowking kept its 22nd place and Ayala Land rose one spot to 13th place, according to Brand Finance.

Milyonaryo | Latest News