Cebu Pacific, the Philippines’ leading carrier, has been recognized by Brand Finance, the world’s foremost brand valuation consultancy, as the fastest-growing brand in the country. In Brand Finance’s Philippines 50 list for 2025, CEB ranked 23rd in overall brand value and sixth in brand strength, with a Brand Strength Index (BSI) score of 89.1 — reflecting its continuous efforts to strengthen its network, operations, and services.
“Cebu Pacific’s recognition as the fastest-growing Filipino brand reflects our dedication to serving the needs of our customers. Our strong brand growth highlights not only the impact of our continued investment in expanding our operations, but also the trust and loyalty of our passengers. This milestone inspires us to keep pushing forward – offering more flights, upgrading our services, and making air travel easier and more accessible for every Juan,” said Candice Iyog, CEB Chief Marketing and Customer Experience Officer.
Brand Finance cited CEB’s commitment to operational expansion and service enhancements as key factors behind its growth, highlighting the international routes launched from Cebu, Davao, and Iloilo last year.
CEB’s brand value has risen by 86% to USD 386 million in 2025, according to Brand Finance. Within the local aviation sector, CEB recorded the highest growth rate. The study on the most valuable and strongest Filipino brands also noted CEB’s 26% rise in passenger traffic and 15% increase in revenue for 2025, along with the boost in its cargo business, which transported nearly 36 million kilograms between April and June 2024.
“With new routes, record passenger numbers, and a booming cargo business, the airline is strengthening its presence both in the Philippines and across Asia,” said the report.
To meet the growing demand for air travel and support long-term growth, CEB placed an order of up to 152 aircraft from Airbus in 2024 — the largest aircraft order in Philippine aviation history. The report adds that this move “underscores the airline’s commitment to scaling up operations and reinforces its position as a key player in the low-cost carrier segment.”
These achievements are reflected in Brand Finance’s evaluation approach, which uses its “Royalty Relief” method to calculate brand value by estimating how much a company would pay to license its own brand name. This approach factors in projected revenues and industry-standard royalty rates.
To measure brand strength, the firm surveyed over 175,000 respondents worldwide to assess brand perception, combining these insights with real-world data to determine each brand’s Brand Strength Index score.
The report’s findings align with CEB’s strong market performance. With its signature seat sales and year-round low fares, the airline maintained a market share of 57% as of May 2025. Since 1996, it has flown over 250 million passengers, with 7 million passengers serviced in the first quarter of 2025 alone. It also operates the widest domestic network among Philippine carriers, with 37 domestic and 26 international destinations across Asia, Australia, and the Middle East.
For more information on Cebu Pacific, visit cebupacificair.com