The Philippines' leading carrier Cebu Pacific has achieved a significant milestone, being recognized as the strongest airline brand across the ASEAN region by global brand valuation consultancy Brand Finance.
Regional Leadership in Aviation Branding
In a ceremony held on November 21, 2025, Cebu Pacific (PSE: CEB) received the prestigious recognition that highlights the airline's growing appeal among travelers and its established reputation for delivering value, reliability, and innovation. The award acknowledges the carrier's consistent efforts to make air travel more accessible while building customer trust through service enhancements, digital transformation, and community engagement programs.
Candice Iyog, Cebu Pacific's Chief Marketing and Customer Care Officer, personally accepted the award and emphasized the human element behind this achievement. "Being named the strongest airline brand in ASEAN reminds us that our strength comes from our people," Iyog stated. She expressed gratitude to the airline's pilots, cabin crew, ground operations teams, customer care representatives, and all colleagues who have worked tirelessly to serve passengers with care and professionalism.
Comprehensive Brand Evaluation Methodology
The recognition stems from Brand Finance's latest comprehensive valuation study, which combines detailed consumer perception analysis with rigorous financial assessment. The research gathered insights from 175,000 respondents across 41 countries, including substantial representation of 25,000 participants from the Asia Pacific region.
The study measured critical brand metrics including awareness, consideration, and reputation across 31 different sectors, evaluating approximately 6,000 brands with nine years of historical data. Cebu Pacific emerged as the regional leader with an impressive AAA brand rating and a Brand Strength Index (BSI) score of 86.1.
Perhaps most notably, the airline recorded a dramatic 86 percent increase in brand value, reaching US$386 million in 2025 compared to the previous year's valuation.
Strategic Implications and Future Growth
Alex Haigh, Managing Director at Brand Finance Asia Pacific, explained the significance of this achievement. "Being the strongest airline brand in ASEAN means Cebu Pacific leads the region in these critical drivers of brand equity," Haigh noted. He emphasized that the carrier outperformed competitors in both customer perception and operational reputation, translating into greater resilience and long-term growth potential.
The recognition reinforces Cebu Pacific's strong market position and validates the impact of its brand-building initiatives, marketing strategies, and customer-focused programs. Since entering the aviation industry in March 1996, the airline has pioneered the "low fare, great value" strategy that has revolutionized air travel in the Philippines.
Over its nearly three decades of operation, Cebu Pacific has transported more than 250 million passengers and currently offers the most extensive domestic network in the Philippines with 37 domestic destinations. The airline also serves 26 international routes spanning across Asia, Australia, and the Middle East, making it a truly regional carrier with global connections.
Brand Finance, headquartered in London with operations in over 25 countries, conducts more than 6,000 brand valuations annually supported by original market research. The consultancy publishes over 100 reports ranking brands across all sectors and countries, making its recognition particularly significant in the competitive aviation industry.
