Cebu Pacific Recognized as Fastest Growing Filipino Brand

Cebu Pacific Recognized as Fastest Growing Filipino Brand

By Bing Jabadan  – Thenationweek.com

June 4, 2025

PASAY CITY, Philippines – Premiere airline Cebu Pacific has been recognized as the fastest-growing brand in the country, securing the sixth position among the strongest Filipino brands in 2025.

London-based brand valuation firm Brand Finance attributed CEB’s remarkable growth to its strategic expansion and service improvements, particularly its new international routes launched from Cebu, Davao, and Iloilo in the past year.

The airline’s brand value surged by 86 percent, reaching USD 386 million in 2025, as detailed in Brand Finance’s latest report on the most valuable and robust Filipino brands.

CEB achieved a Brand Strength Index Score of 89.1, placing it sixth among the country’s strongest brands and marking it as the fastest-growing entity in the local aviation sector.

The firm also highlighted a 26-percent increase in passenger traffic and a 15-percent rise in revenue for CEB in 2025, alongside a significant boost to its cargo operations, which transported nearly 36 million kilograms between April and June last year.

“With the introduction of new routes, record passenger volumes, and a thriving cargo sector, Cebu Pacific is solidifying its presence both domestically and throughout Asia,” Brand Finance noted.

In response to the surging demand for air travel and to support its long-term growth trajectory, Cebu Pacific made a historic order for up to 152 aircraft from Airbus in 2024 — the largest in Philippine aviation history.

The move “demonstrates the airline’s commitment to scaling operations and reinforces its status as a leader in the low-cost carrier market,” Brand Finance declared.

“Cebu Pacific’s recognition as the fastest-growing Filipino brand is a testament to our commitment to meeting our customers’ needs. Our impressive brand growth reflects not only our ongoing investments in operational expansion but also the trust and loyalty of our passengers. This achievement motivates us to continue advancing — providing more flights, enhancing our services, and making air travel more accessible for everyone,” said Candice Iyog, CEB’s chief marketing and customer experience officer.

Brand Finance employs a combination of financial analysis and consumer insights to assess the value of leading Filipino brands.

The firm utilizes the “Royalty Relief” method to estimate how much a company would pay to license its brand name, incorporating projected revenues and industry-standard royalty rates to establish a brand’s financial worth.

To evaluate brand strength, the firm conducted a survey of over 175,000 individuals to gauge the perceptions of more than 6,000 brands globally.

This data, combined with real-world metrics, is used to assign a Brand Strength Index score, which significantly influences the final valuation.

With its signature seat sales and consistently low fares, CEB continues to be the airline of choice for many Filipinos, maintaining a market share of 57 percent as of May 2025.

Since its inception in 1996, the airline has transported over 250 million passengers, including seven million in the first quarter of 2025 alone.

Cebu Pacific boasts the most extensive domestic network among Philippine carriers, currently serving 37 domestic and 26 international destinations across Asia, Australia, and the Middle East.