• Cebu Pacific has been named the strongest airline brand in the ASEAN region by Brand Finance
• Airline received the AAA rating and a Brand Strength Index score of 86.1
• Brand value rises 86% to US$386 million from 2024
• Recognition based on Brand Finance’s study involving 175,000 respondents across 41 countries, including 25,000 from the Asia Pacific
• Cebu Pacific credited improvements to service upgrades, digital transformation, and customer engagement
• Brand Finance says CEB leads the region in brand equity drivers, outperforming competitors in perception and operational reputation
Cebu Pacific has been named the strongest airline brand in the ASEAN region in the latest valuation study by Brand Finance, highlighting the carrier’s rising influence among travelers and its reputation for value, reliability, and innovation.
The airline earned an AAA brand rating and a Brand Strength Index score of 86.1, while its brand value surged 86 percent to US$386 million in 2024.
Brand Finance’s assessment draws from responses of 175,000 consumers across 41 countries, including 25,000 respondents in the Asia Pacific, and evaluates awareness, consideration, and reputation across 31 sectors and 6,000 brands.
“The award reflects Cebu Pacific’s consistent efforts to make air travel more accessible while strengthening customer trust and loyalty through service improvements, digital transformation, and community engagement,” the Gokongwei-led airline said in a press release.
“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 accepted 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.”
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Iyog added that the airline remains committed to “making travel easier, friendlier, and more accessible for Filipinos and travelers across the region.”
Brand Finance Asia Pacific managing director Alex Haigh said Cebu Pacific leads the region in key 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,” he said. “This strength translates into greater resilience and long-term growth potential.”
Cebu Pacific, which entered the aviation market in 1996 and started the “low fare, great value” model, has flown more than 250 million passengers since its founding. It currently operates the widest domestic network in the Philippines, with 37 domestic and 26 international destinations across Asia, Australia, and the Middle East.
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Brand Finance, headquartered in London and operating in more than 25 countries, is regarded as the world’s leading brand valuation consultancy. The firm conducts over 6,000 brand valuations each year and publishes more than 100 reports ranking brands across industries and markets.
