Cebu Pacific was recognized by Brand Finance as the strongest airline brand in the Association of Southeast Asian Nations (ASEAN) region.
The designation underscores the airline’s growing resonance with travelers and its reputation for value, reliability and innovation.
The airline achieved an AAA brand rating and a Brand Strength Index (BSI) score of 86.1, according to Brand Finance’s latest valuation study.
Cebu Pacific also saw a significant 86 percent increase in brand value this year compared to 2024, rising to $386 million.
“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,” said Brand Finance Asia Pacific managing-director Alex Haigh.
“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,” he said.
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.
Cebu Pacific chief marketing and customer care officer Candice Iyog, who received the award, said 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. Their collective efforts have strengthened our brand and earned the trust of millions of travelers across the region,” said Iyog.
Cebu Pacific pioneered the “low fare, great value” strategy after entering the aviation industry in March 1996 and has flown over 250 million passengers since its inception.
The airline offers the widest domestic network in the Philippines with 37 domestic and 26 international destinations across Asia, Australia and the Middle East.
Brand Finance is the world’s leading brand valuation consultancy, providing a holistic view of brand strength by combining consumer perception and financial analysis. Its study draws insights from 175,000 respondents across 41 countries, including 25,000 from the Asia Pacific region.
