The Maharlika Investment Fund finds itself entangled in the complexities of brand association, thanks to the controversial vlogger Bb. Maharlika (real name: Claire Eden Contreras.)

In the eyes of polling executive and columnist Malou Tiquia, the fund is now synonymous with the tarnished image of its namesake, an oversize-bespectacled lady from Los Angeles known for her gossip-laden critiques of the Marcos administration. Tiquia’s assertion that “Maharlika is a damaged brand” raises pertinent questions about the fund’s public perception.

The Marcos government faces a dilemma: either rebrand the fund as the Filipinas Investment Fund (hello, Michelle Dee), distancing it from the negative connotations attached by the infamous vlogger, or take legal action to prevent her from using the revered name on social media. 

The commentary underscores the significance of a brand’s image and the challenges posed when external factors, such as individual personalities, impact its reputation. 

Ultimately, the Maharlika Investment Fund stands at a crossroads, navigating its future amid the shadows cast by an unconventional, albeit slapstick influencer.