Cebu Pacific recognised amongst leading Philippines’ brands for 2023

Cebu Pacific and Air Asia planes parked at Ninoy Aquino airport in the Philippines.
patrickroque01, CC BY-SA 4.0, via Wikimedia Commons
By Len Varley - Assistant Editor 4 Min Read
4 Min Read

In a recent study conducted by a prominent London-based brand valuation consultancy firm, Cebu Pacific, the leading carrier in the Philippines, has been recognized as one of the country’s most valuable and strongest brands for the year 2023.

Brand Strength Index


The airline secured the third spot in the Brand Strength Index with a remarkable score of 81.0, denoting a AAA- rating, and also made its debut appearance in the list of the Philippines’ most valuable brands, ranking 20th with a brand value of US$194 million.

Candice Iyog, CEB’s Chief Marketing and Customer Experience Officer, expressed gratitude and humility at the recognition, emphasizing the airline’s commitment to making air travel affordable and accessible for all passengers, affectionately referred to as “Juan” in the Philippines.

The esteemed ranking was bestowed by Brand Finance, a renowned global brand valuation consultancy firm.

Photo Credit: Airbus

Factors considered


Their annual list of the most valuable and strongest brands is derived from an extensive survey of over 100,000 respondents worldwide, who offer their perceptions on more than 4,000 brands.

The assessment also considers other crucial factors such as marketing investments, research and development endeavors, review site ratings, social media engagement, customer churn, and market share.

Brand Finance’s report highlights that the Philippines’ strongest brands are evaluated based on a balanced scorecard that considers the marketing investment, shareholder equity, and business performance of each company.

On the other hand, the brand value is associated with the “present value of earnings specifically related to brand reputation.”

Candice Iyog expressed appreciation for the passengers’ trust and confidence in Cebu Pacific, recognizing that the aviation industry is constantly evolving and challenging.

A Cebu Pacific Airbus A321 on approach.
John Andrei Policarpio, CC BY-SA 4.0, via Wikimedia Commons

Cebu Pacific – Safety, reliability and affordability


The acknowledgment as one of the Philippines’ strongest and most valuable brands further motivates the airline to strive for continuous improvement in services, ensuring the best possible travel experience for their passengers.

Safety, reliability, and affordability remain at the core of their commitment to providing exceptional air transport for every passenger.

Cebu Pacific’s unwavering dedication to offering signature seat sales and year-round low fares has solidified its position as the airline of choice for many Filipinos.

Market share


As of July 2023, the airline holds an impressive market share of 52%. The airline’s popularity is evident from its extensive record of flying over 200 million passengers since its inception in 1996, with more than 4.8 million passengers served in the first quarter of 2023 alone.

Notably, Cebu Pacific takes pride in its extensive domestic network, surpassing that of other Philippine carriers. Currently, the airline operates flights to 35 local and 23 international destinations, covering key regions in Asia, Australia, and the Middle East.

Cebu Pacific’s achievement of being ranked third among the strongest brands in the Philippines for 2023 and being recognized as one of the country’s most valuable brands highlights the airline’s commitment to delivering exceptional service and affordability.

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