JOLLIBEE, Purefoods, GCash and GMA Network are among brands that emerged as the most endearing among Filipino consumers, based on the latest survey conducted by PUBLiCUS Asia.

In Publicus’ Pahayag Second Quarter 2023 survey conducted from June 7-12, Jollibee was among the favorite brand among 31 Filipino fast food chains and restaurant brands, with a 74 percent endearment score.

It was followed by fellow subsidiaries Mang Inasal at 31 percent and Chowking at 20 percent. Goldilocks Bakeshop was in third place at 20 percent, followed by chicken rotisserie store Chooks to Go and Red Ribbon bakeshop at 13 percent each.

Shakey’s Pizza and Mister Donut round out the top six.

Purefoods also emerged as the most endeared food brand at 40 percent, followed by Datu Puti at 25 percent, while Century Tuna and Selecta are tied at third place at 23 percent.

Magnolia had a 17 percent endearment rating, followed by San Miguel Beer, CDO Meat Products, San Marino, and Tanduay.

In the health care brand category, Mercury Drug led brands that endeared Filipinos at 67 percent, followed by Watsons, United Laboratories and Bench Body and Bath. while in telecommunications services, Globe and PLDT/ Smart had nearly the same endearment rating at 65 and 61 percent respectively. Dito Telecommunity had 16 percent endearment rating.

Other brand leaders were SM Supermalls in the miscellaneous services, National Bookstore as the most endeared bookstore and school supplies chain, GMA Network as the most beloved television network, and GCash in the financial services category.

PUBLiCUS said the survey findings highlight the significance of emotional connections and consumer sentiment in the success of Filipino brands.

“The brands that ranked highly in the survey have demonstrated their ability to establish a deep rapport with consumers, gaining their trust and loyalty in highly competitive markets,” it added.

The second quarter survey had 1,500 respondents randomly selected from a market research panel of over 200,000 Filipinos maintained by PureSpectrum.