The airline’s latest validation: recognition from Brand Finance as the strongest airline brand in ASEAN, an outcome the company says reflects years of investment in service upgrades, digital transformation, and customer-focused innovation.
Management’s view
“Being named the strongest airline brand in ASEAN reminds us that our strength comes from our people. 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,” said Candice Iyog, Cebu Pacific chief marketing and customer care officer.
“Their collective efforts have strengthened our brand and earned the trust of millions of travelers across the region,” she added.
Brand Finance Asia Pacific managing director Alex Haigh said the results reflect Cebu Pacific’s outperformance in critical drivers of brand equity.
“Being the strongest airline brand in ASEAN means Cebu Pacific leads the region in these critical drivers of brand equity, outperforming competitors in both customer perception and operational reputation. This strength translates into greater resilience, and long-term growth potential.”
Why it matters
Cebu Pacific’s brand strength signals more than marketing appeal—it points to the carrier’s ability to sustain loyalty in a region where value-driven travelers have an expanding set of choices.
Brand Finance’s annual valuation study placed Cebu Pacific at an AAA brand rating with a Brand Strength Index score of 86.1.
The carrier also posted an 86 percent jump in brand value to $386 million, underscoring the commercial momentum behind its brand perception gains.
Global recognition
The assessment drew insights from 175,000 respondents across 41 countries, 25,000 of them from the Asia Pacific region.
It measured awareness, consideration, and reputation across 6,000 brands and 31 sectors.
Big picture
Cebu Pacific’s brand ascent aligns with its 28-year trajectory since pioneering the “low fare, great value” model in 1996.
With 37 domestic and 26 international destinations, the carrier continues to anchor its reputation on access, affordability, and broad network reach, foundations now reinforced by regional brand leadership.
—Edited by Miguel R. Camus
