WINNING | BDO’s brand strength fuels regional clout

Insider Spotlight

• BDO’s brand value climbed 48% in a year, underscoring momentum beyond balance-sheet growth
• The bank’s regional footprint and customer-led strategy are translating into stronger brand equity
• Brand power is emerging as a competitive advantage as ASEAN banking heats up
  

BDO Unibank is parlaying sustained investments in customer experience, financial inclusion, and operational discipline into rising brand equity—an intangible that increasingly shapes regional relevance and long-term growth.

In Southeast Asia’s crowded banking market, brand strength is becoming a proxy for trust, scale, and execution. For Philippine lenders pushing outward, that reputation can be as critical as capital.

BDO Unibank is parlaying sustained investments in customer experience, financial inclusion, and operational discipline into rising brand equity—an intangible that increasingly shapes regional relevance and long-term growth.

The big picture

Philippine banks have historically competed on a domestic scale. Now, as ASEAN integration deepens and customers demand seamless cross-border services, brand credibility is a strategic asset that helps open doors, win partnerships, and retain customers.

BDO’s momentum was underscored recently when it was recognized as the sole Philippine bank ranked among ASEAN’s top 10 most valuable banking brands by Brand Finance, the world’s leading brand valuation consultancy, at the Asia Brand Gala 2025 in Singapore.

Earlier in the year, it was also named the Philippines’ most valuable brand for the second consecutive year, with brand value rising 48 percent to $3.7 billion.

What they’re saying

Alex Haigh, managing director of Brand Finance Asia Pacific, said in a press release, “BDO’s consistent performance and strong reputation are testament to its ability to align brand strength with business results—pillars that continue to reinforce its leadership in the Philippine banking industry.”

Between the lines

That alignment matters as banks face margin pressure, rising digital expectations, and intensifying regional competition. A strong brand can lower customer acquisition costs, deepen loyalty, and support premium positioning—especially in universal banking models like BDO’s.

By the numbers:

• Brand value: $3.7 billion, up 48 percent year-on-year.

• Footprint: Over 1,800 branches and more than 5,900 ATMs nationwide, plus 15 international offices across Asia, Europe, North America, and the Middle East.

• Market position: The country’s largest bank by total assets, loans, deposits, and trust funds under management as of June 30, 2025.

What’s next

As ASEAN banking brands vie for mindshare, BDO’s challenge will be to sustain brand gains by translating trust into digital leadership and cross-border relevance—turning recognition into durable competitive advantage. —Vanessa Hidalgo | Ed: Corrie S. Narisma