Besting 100 other Philippine Brands, SM Supermalls achieves coveted AAA+ rating from Brand Finance
For the 2nd year in a row, leading global brand valuation consultancy firm, Brand Finance has recognized SM Supermalls as the Strongest Brand in the Philippines.
For its customer, community, and advocacy-driven efforts, SM earned a top Brand Strength Index (BSI) score of 95.3 out of 100, exceeding its rating in 2025 and retaining its prestigious AAA+ rating in the Philippines 50 2026 report.
“Our obsession in satisfying our customers drives us to keep innovating,” said SM Supermalls President, Steven Tan. “Their receptiveness to what we do keeps us agile in implementing newer and bolder approaches that enhance the experiences they discover in our spaces.”
Three Distinct Areas Innovating Customer Experience
The recognition from Brand Finance highlights SM Supermalls’ enduring connection with Filipino consumers further strengthened by strategic pillars: Maxed Out Experiences, Personalized Engagement, both enhanced by Brand Purpose – all anchored on the deep brand love that Filipinos continue to have for SM.
With the launch of its Gala To The Max Campaign, SM Supermalls strengthened its connection with customers by creating meaningful experiences tailored to their passions and lifestyles. This was brought to life through various initiatives, including the Manila Marathon, which brought together more than 25,000 running enthusiasts and communities in a celebration of health and active living; the Castaway Music Festival which delivered an immersive celebration of music, culture, and community featuring top local artists and festival experiences; and Kween Con, which brought together the LGBTQIA+ community and allies through performances, creative expression, and inclusive experiences that celebrated diversity, authenticity, and pride.
SM’s tribe-based approach further strengthened personalization by creating experiences that resonated with different customer groups and fostered deeper connections with its communities
Across these efforts, purpose was woven into creating experiences that elevated malling experiences through initiatives that generated value for the community.
SM reinforced its commitment to sustainability through its energy efficiency efforts that also supported the nation’s efficiency goals amid the energy crisis. Its vast network of solar panels across its malls aimed to reduce pressure on the national energy grid, diverting the crucial resource of power to its surrounding communities and essential services such as hospitals, schools, and transportation. While reducing energy consumption, its practices also support the country’s renewable energy goals, contributing to a more sustainable future for the communities surrounding SM malls.
According to the appraisal made by Brand Finance, brands that create stronger value among customers are those that not only provide ease and convenience but resonate with the emotional and practical needs of its market.
“Brands that combine accessibility, emotional resonance, and everyday utility are outperforming in both value creation and brand strength,” said Alex Haigh, Managing Director for Asia Pacific at Brand Finance.
The latest recognition reflects SM Supermalls’ continued efforts to strengthen its role as a trusted part of Filipino communities nationwide. Through its network of 90 malls, your most loved mall SM continues to bring together retail, dining, entertainment, services, and community experiences that respond to the changing needs of consumers.
The Brand Finance Philippines 50 2026 report also noted that the country’s strongest brands are benefiting from consumer engagement, infrastructure growth, and an economy increasingly powered by domestic consumption.
This latest recognition reflects SM Supermalls’ continued efforts to strengthen its role as a trusted part of Filipino communities nationwide. Through its network of 90 malls, SM continues to bring together retail, dining, entertainment, services, and community experiences that respond to the changing needs of consumers.