PLDT Inc. (PLDT) is the most valuable brand in the Philippines based on an independent 2023 study by Brand Finance, a London-based business valuation and strategy consulting firm.

With a 2% annual increase in brand value to US$2.6 billion, the performance of the country’s largest integrated telco contributed to the brand capturing a higher market share of the fiber industry, which led to a 45% improvement in year-on-year revenue.

PLDT’s sustainability initiatives were also recognized. The Brand Finance report indicated that the brand posted the highest Sustainability Perceptions Value among all brands listed in its rankings at US$222 million. Brand Finance cited the use of carbon fiber technology for cell towers and the deployment of solar roof top panels leading to a reduction of over 137 tonnes of greenhouse gas emissions.

“PLDT greatly appreciates the latest and prestigious recognition from Brand Finance for being conferred as the Most Valuable Filipino Brand this year. 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,” said Alfredo S. Panlilio, President and CEO of PLDT and its wireless subsidiary, Smart Communications, Inc. (Smart).

“This recognition clearly shows that our efforts to proactively create brand loyalty, awareness, associations, and maintaining international standard of our products and services among our stakeholders are paying off,” Panlilio added.

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