If there is one company in the Philippines today that understands and knows the importance and value of brand names is Jollibee. A brand name creates a perception in the customers mind that becomes very strong, and no one understands this more than our countries number one fast food chain.
Ask your average Filipino child where he would like to eat and 8 out of 10 will likely answer Jollibee. The Jollibee mascot is probably the most widely recognized character in the country. Thanks to the intenet marketing and advertising campaign and the endorsements of various popular local actors and actress, thought about catchy names and memorable lines that almost every Filipino can immediately recognize and identify.
Do you want to know how effective their advertising campaign is? Take for example their fried chicken product called chicken joy. My niece calls very kind of fried chicken a 'chicken joy' even when eating out at McDonald, Kentucky fried chicken or even home cooked fried chicken she calls it chicken joy. The brand name is already imprinted in her mind and automatically comes out whenever she asks for fried chicken. This is why Jollibee IS the number one fast food chain.
The popularity of Jollibee did not happen overnight. Founded by Mr. Tony Tan Caktiong in 1975, Jollibee was first a Magnolia Ice Cream parlor located in Cubao, Quezon City. This was later changed and became the first Jollibee outlet. In 1978 Jollibee Foods Corporation was born and was incorporated as a 100% Filipino Company.