Cebu Pacific Gets Top Spot as ASEAN’s Strongest Airline Brand

Cebu Pacific chief marketing and customer experience officer Candice Iyog (right) receives the award for ASEAN’s Strongest Airline Brand from Brand Finance Managing Director for Asia Pacific Alex Haigh.

Cebu Pacific Gets Top Spot as ASEAN’s Strongest Airline Brand

By Bing Jabadan – TheNationWeek.Com | November 19, 2025

MANILA, Philippines – Cebu Pacific (PSE: CEB), the Philippines’ leading airline, has been recognized as the strongest airline brand in the ASEAN region by Brand Finance, a leading global brand valuation consultancy.

The recognition underscores the airline’s growing appeal to travelers and its reputation for affordability, reliability, and innovation.

The award also reflects Cebu Pacific’s sustained commitment to democratizing air travel while building customer trust and loyalty through enhanced services, digital transformation, and robust community engagement.

“Being named the strongest airline brand in ASEAN reminds us that our strength comes from our people,” said Candice Iyog, Cebu Pacific’s Marketing and Customer Care chief, 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. Their collective efforts have strengthened our brand and earned the trust of millions of travelers across the region.”

The Brand Finance study, which surveyed 175,000 respondents across 41 countries, including 25,000 from the Asia Pacific region, assesses brand strength by combining consumer perception and financial analysis.

Cebu Pacific achieved an AAA brand rating and a Brand Strength Index score of 86.1.

Notably, the airline also saw an impressive 86 percent surge in brand value, reaching US$386 million this year.

Alex Haigh, Brand Finance Asia Pacific managing director, said, “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.”

Cebu Pacific revolutionized the Philippine aviation industry in March 1996 with its “low fare, great value” strategy.

Since then, it has carried over 250 million passengers and boasts the widest domestic network in the Philippines, with 37 domestic and 26 international destinations across Asia, Australia, and the Middle East.

“We are honored by the trust given to us,” Iyog said, “and we remain committed to making travel easier, friendlier, and more accessible for Filipinos and travelers across the region.”

Brand Finance, headquartered in London, conducts over 6,000 brand valuations annually and publishes over 100 reports ranking brands across various sectors and countries.

Its analysis helps organizations make informed strategic decisions by bridging the gap between marketing and finance.