Cebu Pacific has been named the strongest ASEAN airline brand by Brand Finance, marking a landmark moment for the Philippines’ leading carrier as it continues to cement its reputation for value, reliability, and innovation across the region. The recognition highlights the airline’s growing influence among travelers and affirms its ongoing efforts to make flying more accessible while elevating customer trust through better service, digital enhancements, and community-focused initiatives.
Candice Iyog, Cebu Pacific’s Chief Marketing and Customer Care Officer, accepted the award and credited the achievement to the dedication of the airline’s workforce. She shared that the recognition serves as a reminder that the company’s strength lies in its people and the care they show passengers every day. Pilots, cabin crew, ground staff, customer care teams, and employees across the business all contribute to the brand’s momentum and the loyalty of millions of travelers throughout ASEAN. Iyog added that Cebu Pacific remains committed to making travel easier, friendlier, and more accessible for Filipinos and the region’s growing traveler base.
The recognition is based on Brand Finance’s comprehensive valuation study involving 175,000 respondents across 41 countries, including 25,000 from the Asia Pacific region. Through nine years of data, the study measures awareness, consideration, and reputation across 31 sectors and 6,000 brands. Cebu Pacific earned an AAA brand rating and a Brand Strength Index score of 86.1, alongside an impressive 86 percent jump in brand value to 386 million US dollars this year.
According to Alex Haigh, Managing Director at Brand Finance Asia Pacific, Cebu Pacific’s performance reflects its regional leadership in key drivers of brand equity, from customer perception to operational reputation. This strength, he noted, translates to greater resilience and long-term growth, reinforcing the airline’s position as one of the most influential brands in the aviation sector.
Since entering the industry in March 1996, Cebu Pacific has remained a pioneer with its “low fare, great value” strategy and has flown more than 250 million passengers. Today, it operates the widest domestic network in the Philippines with 37 domestic and 26 international destinations across Asia, Australia, and the Middle East.
Brand Finance, headquartered in London, is the world’s leading brand valuation consultancy, conducting over 6,000 valuations annually across more than 25 countries and publishing extensive reports that rank global brands across sectors and markets.
