Jollibee has landed as the 5th strongest restaurant brand in 2024, with a Brand Strength Index (BSI) score soaring 19 points to 84.6/100, according to the Brand Finance report. The brand’s remarkable score and elevated score from AA- to AAA succeeded in conquering the renowned American brands Starbucks, McDonald’s, Dunkin’, and Wendy’s, ranking 7th to 10th, respectively.
This Filipino brand has further solidified its position as the only Southeast Asian restaurant brand to rank 17th out of the 25 most valuable brands in the industry. With an impressive brand value growth of 51% to USD 2.3 billion, Jollibee stands side by side on the list with the famed global restaurant chains from the United States of America, China, and Canada.
Also read: Two of the World’s 25 Strongest Brands in 2024 are from Southeast Asia!
Amidst its expeditious global presence in 17 countries across Asia, America, Europe, and Australia, the company has been hailed for its exceptional financial performance and wide range of fried chicken menus that resonate with diverse market tastes at affordable prices.
Sitting ahead of Jollibee on the top 4 list are China’s Haidilao Hot Pot and Luckin Coffee and America’s Texas Roadhouse and Olive Garden, while Chick-fil-A from the United States secures the 6th spot on the top 10 strongest restaurant brands list.
Also read: Top Southeast Asian Brands Make Strides in 2024 Brand Finance Ranking
Brand Finance is a worldwide consulting agency that specializes in assessing the value of companies’ brands. Measuring the brand strength index involves three key pillars: Brand Investment, Brand Equity, and Brand Performance.
Brand Investment refers to the company’s investment in building brand loyalty and market share. Brand equity gathers the brand’s perception among different stakeholder groups. This includes incorporating market research data from over 100,000 respondents across 37 countries. Evaluating brand performance involves assessing how well a brand has met specific market and financial goals.
Source: Brand Finance
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