A London-based brand valuation firm hailed Cebu Pacific (CEB), the Philippines’ leading carrier, as the fastest-growing brand in the country.
CEB also ranked sixth among the strongest Philippine brands in 2025, highlighting the airline’s continuous efforts to strengthen its network, operations and services.Brand Finance is the world’s leading brand valuation consultancy firm. The airline was cited for it commitment to operational expansion and service enhancements as factors contributing to its relentless growth as it highlighted the international new routes that the airline launched from Cebu, Davao, and Iloilo last year.
Candice Iyog, CEB Chief Marketing and Customer Experience Officer, said CEB’s brand value has risen by 86% to USD 386 million in 2025, according to Brand Finance’s 2025 report on the most valuable and strongest Filipino brands. CEB also received a Brand Strength Index Score of 89.1, placing sixth among the strongest Filipino brands. Within the local aviation sector, CEB achieved the highest growth rate, as it also noted the 26% rise in CEB’s passenger traffic and 15% increase in revenue for 2025, as well as the boost in the airline’s cargo business with nearly 36 million kilograms transported 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,” the consultancy firm said.
To further meet the growing demand for air travel and support its long-term growth, CEB in 2024 placed an order of up to 152 aircraft from Airbus — the largest aircraft order in Philippine aviation history — a move that “underscores the airline’s commitment to scaling up operations and reinforces its position as a leading player in the low-cost carrier segment,” it added.
Meanwhile, Iyog said that “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 everyone.”
The said firm reportedly used a mix of financial analysis and consumer insight to determine the value of top Filipino brands. The firm calculates brand worth using the “Royalty Relief” method, which estimates how much a company would pay to license its own brand name. This approach factors in projected revenues and industry-standard royalty rates to determine a brand’s financial value.
To measure brand strength, it surveyed over 175,000 respondents to assess their perception of more than 6,000 brands worldwide. These insights are combined with real-world data to assign each brand a Brand Strength Index score, which plays a key role in the final valuation,” said Iyog.
She added: “With its signature seat sales and year-round low fares, CEB remains as the airline of choice for many Filipinos, maintaining a market share of 57% for May 2025. Since 1996, the airline has flown over 250 million passengers, with 7 million passengers serviced in the first quarter of 2025 alone.”
