Mabuhay from Jollibee - An Emotional Branding Communication Strategy for the International Market
Jollibee, a global fast-food giant from the Philippines, grew and expanded locally and overseas. How did the brand captivate the hearts of millions in the Philippines and the world?
At a glance
Country
The Philippines
Established
1978
Founded in 1975 as an ice cream business
Revenue (Group Company)
Approx. US$ 3.73 billion
211.9 billion PH pesos in FY 2022
Countries Operating
17
with over 1,500 branches worldwide
Abstract
Jollibee, a fast-food powerhouse originating in the Philippines, has grown from a humble ice cream parlor in 1975 to a global brand with over 1,500 branches spanning 17 countries. Renowned for its unique blend of Filipino flavors and family-oriented messaging, Jollibee has become a cultural icon in its home market, outperforming global competitors in market share.
This case study delves into Jollibee’s remarkable journey, focusing on using emotional branding to build a loyal customer base. Campaigns such as #KwentongJollibee demonstrate how storytelling, nostalgia, and family values underpin its marketing approach, fostering emotional connections with diverse audiences. The case study also examines Jollibee’s glocal strategies, which balance its Filipino identity with localized adaptations in international markets. It analyzes Jollibee’s branding and operational strategies, exploring how emotional resonance and cultural authenticity can drive global success in an increasingly competitive fast-food industry.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).
