Ayala Corporation's legacy is its adherence to the principles and ideals that wrought its existence. The Ayala tradition of excellence and integrity has run continuously through seven generations of one pioneering family aided by some of the best management talents in the country. It is among the oldest business houses in the country. From a fledgling company in 1834, it has become one of the largest, most respected, and most widely diversified conglomerates in the Philippines today.

In the late 1800s, Ayala already began to play a role in urban development. It participated in the construction of the Colgante and the Ayala bridges. In 1888, it introduced the first tramcar service in the country. Its support for Aguinaldo's struggle for independence found fruition with the inauguration of the republic at Malolos, Bulacan in 1899. The event was prophetic for, almost a century later, the corporation embraced the people's cause that led to a change in the Philippine government in 1986 and, again, in 2001.

Living up to its vision for dynamic and sustained growth, Ayala today holds a portfolio of diverse business interests, helping prepare the country to meet the challenges of the new century. Aside from real estate and financial services, the company has invested in automotive, telecommunications, electronics and information technology, water infrastructure development and management, and international operations.

Ayala companies in these sectors in turn commit to corporate social responsibility through their support of Ayala Foundation's activities in education, art and culture, and in the alleviation of poverty.

Mission

Ayala Corporation, a holding company with a diverse business portfolio, has a legacy of pioneering the future. Founded in 1834, it has achieved its position of leadership by being values driven, goals oriented, and stakeholder focused. Anchored on values of integrity, long-term vision, empowering leadership, and commitment to national development, we fulfill our mission to ensure long-term profitability, increase shareholder value, provide career opportunities, and create synergies as we build mutually beneficial partnerships and alliances with those who share our philosophy and values. With entrepreneurial strength, we continue to create a future that nurtures to fruition our business endeavors and personal aspirations.

Brand

In 2003, Ayala undertook a brand review, the most tangible result of which is the introduction of a refreshed visual identity system comprising of a logomark and a corporate communications materials.

While this guide is primarily about “how we look”, the Brand Story section sets out the framework of our brand model. The framework includes our brand promise, core values, and the brand architecture strategy that we will employ to clarify the relationship between Ayala and our strategic business units.

About Our Brand

Our brand is created in the hearts and minds of our investors, partners corporate citizens, and a multitude of other stakeholders from the media to the government. How others perceive us is shaped by their knowledge of our performance (what we do), combined with our culture (how we do things). Together they constitute our behavior and reputation.

Put simply, brand = behavior = reputation.

Upholding a Loftier Ambition

At Ayala, we have long been guided by a loftier ambition of how our brand as a commercial enterprise should contribute to, for example, national development. As part of our brand review in 2003, we have summarized our ideology in a statement called a brand promise.

What is a Brand Promise?

Firstly, it is not a business descriptor.

A brand promise is an inspiring and motivational belief articulated in a statement that drives everything we say and everything we do as Ayala.

As such it is intended first and foremost for an internal audience. However, during the launch period of our refreshed visual identity in 2004, the essence of our promise “Pioneering the Future” will be used as an endorsement line and as a headline on corporate advertisements.

Pioneering the Future

By looking to the future and the potential it holds, Ayala has pioneered many firsts. Our heritage in the Philippines and our reputation as a trusted international partner give us the confidence today to draw upon our unique experience, resources and capabilities to tackle the challenges of tomorrow. Key to the future are our corporate citizens whom we respect for their integrity, reward for their intelligent risk-taking and support in their determination to make things happen. Through them we seek to pioneer a future where innovation thrives and where all our business practices make a positive contribution to the social, economic and environmental development of the communities we serve.

Ayala Brand Values

Values drive behavior in an organization. Narrowing down our previous roster of values to for core values was an important first step in our brand review. The shortlisted values then helped to inform our brand promise.

Below are the four core values that guide the way we work in all aspects of our business and stakeholder interactions.

Integrity: Integrity means “doing the right thing” – being held accountable for all our actions. And doing the right thing has earned Ayala a commanding position of trust among its stakeholders. But integrity starts with individuals, the kind of individuals we engage at Ayala. Their individual ethics are perpetuated and reinforced by our corporate culture.

Long-Term Vision: Ayala's track record of success was built by looking to the future. In banking, real estate, telecommunications, and utilities, our CEOs had a vision that they transformed into reality by fostering in all our Ayala citizens the spirit of entrepreneurship, excellence, synergy and by rewarding intelligent risk-taking while holding each one accountable for doing the best thing today in order to reap tomorrow's rewards.

Empowering Leadership: At Ayala, we realize that leaders today need to manage a whole range of issues in increasingly complex situations. These challenges can only be met by empowering people at all levels of the organization to make decisions and to take action, within the framework of a shared vision and a shared corporate culture of innovation, responsiblility and accountability.

Commitment to National Development: We take seriously our responsibilities as corporate citizens over and above compliance with the rule of law. We believe that beyond our business objectives, we must also do our share in nation building through programs in corporate social responsibility that help develop individuals, communities, and the country as a whole.

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