Cebu Pacific (PSE: CEB), the Philippines’ leading carrier, has been officially recognized by Brand Finance as the strongest airline brand in the ASEAN region—affirming the airline’s growing appeal among travelers and its reputation for value, reliability, and innovation.
The recognition highlights Cebu Pacific’s sustained efforts to make flying more accessible while building customer trust through improved service, digital advancements, and strong community engagement.
“Being named the strongest airline brand in ASEAN reminds us that our strength comes from our people,” said Candice Iyog, Cebu Pacific Chief Marketing and Customer Care Officer, who personally received the award. “We are grateful to our pilots, cabin crew, ground operations, customer care teams, and colleagues across the business who work tirelessly to serve our passengers with care and professionalism. Their collective efforts have strengthened our brand and earned the trust of millions of travelers across the region.”
Iyog added that Cebu Pacific remains committed to making travel “easier, friendlier, and more accessible” for Filipinos and international passengers.
The award is based on Brand Finance’s latest global valuation study, which measures brand strength through consumer perception and financial analysis. Drawing from the responses of 175,000 respondents across 41 countries—including 25,000 from the Asia-Pacific region—the study evaluates awareness, consideration, and reputation across 31 sectors, covering 6,000 brands with nine years of data.
Cebu Pacific earned an AAA brand rating and a Brand Strength Index (BSI) score of 86.1, alongside an 86% increase in brand value to US$386 million from 2024.
“Being the strongest airline brand in ASEAN means Cebu Pacific leads the region in critical drivers of brand equity,” said Alex Haigh, Managing Director at Brand Finance Asia Pacific. “It outperforms competitors in both customer perception and operational reputation. This strength reflects long-term growth potential and reinforces Cebu Pacific’s position as a leader in the airline sector.”
Founded in March 1996, Cebu Pacific pioneered the “low fare, great value” strategy in the Philippines and has flown over 250 million passengers since its inception. Today, it offers the country’s widest domestic network with 37 domestic and 26 international destinations across Asia, Australia, and the Middle East.
Brand Finance, the world’s leading brand valuation consultancy, conducts more than 6,000 brand valuations each year and publishes over 100 reports ranking brands across sectors and countries.
