As frontrunner in the Philippines' presidential race, the son of late dictator Ferdinand Marcos appears poised to complete a remarkable rebranding of the family name 36 years after a "people power" uprising ended his father's autocratic rule.

With official campaigning beginning on Tuesday, Ferdinand Marcos Jr, 64, holds a double-digit lead in the polls, three months ahead of the May 9 elections.

His push for the presidency has been...