This paper discusses the Filipino identity and how it is promoted through the branding of Pandayan Bookshop, a locally owned company and has been operating stores selling school and office supplies, books, magazines, posters, charts, and artwork. Using Porter’s value chain model and Rumelt’s principles of business strategy evaluation as underpinnings, the researchers analyzed the processes or activities the company undertakes that include incoming logistics, operations, outgoing logistics, marketing and sales, services, and human resource management. The data revealed that the branding of Pandayan Bookshop marked by its use of the Filipino language reflects Filipinos’ good character, camaraderie, and humanity. This is a proof that there is room for the promotion of Filipino identity in the field of business.