Cebu Pacific (CEB), the Philippines’ leading carrier, has been officially recognized as the Strongest Airline Brand in the ASEAN region by Brand Finance, the world’s leading brand valuation consultancy. This prestigious recognition underscores the airline’s growing resonance with travelers and its reputation for offering value, reliability, and innovation.
The award, which follows Brand Finance’s latest valuation study, highlights Cebu Pacific’s consistent success in making air travel more accessible while strengthening customer trust and loyalty through ongoing service improvements, digital transformation, and community engagement initiatives.
Cebu Pacific achieved an AAA brand rating and an exceptional Brand Strength Index (BSI) score of 86.1. The airline also recorded an 86% increase in brand value, reaching US$386 million this year.
Candice Iyog, Cebu Pacific Chief Marketing and Customer Experience Officer, personally received the award.
“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 Ms. Iyog. “Their collective efforts have strengthened our brand and earned the trust of millions of travelers across the region. We are honored by this trust, and we remain committed to making travel easier, friendlier, and more accessible for Filipinos and travelers across the region.”
The recognition is based on Brand Finance’s holistic view of brand strength, which combines consumer perception and financial analysis. The study draws insights from 175,000 respondents across 41 countries.
Alex Haigh, Managing Director at Brand Finance Asia Pacific, commented on Cebu Pacific’s achievement:
“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. It reinforces Cebu Pacific’s strong position in the airline sector and the impact of its brand, marketing, and customer initiatives.”
Since entering the aviation industry in March 1996, Cebu Pacific pioneered the “low fare, great value” strategy and has since flown over 250 million passengers. CEB offers the widest domestic network in the Philippines with 37 domestic and 26 international destinations, spanning across Asia, Australia, and the Middle East.
