Cebu Pacific emerged as among the strongest brands in the Philippines and one of the country’s most valuable brands overall in 2023, , according to a study by a London-based brand valuation consultancy firm.
The Gokongwei-led airline generated a Brand Strength Index score of 81, corresponding to a rating of AAA-, according to Brand Finance’s 2023 report on the most valuable and strongest Filipino brands.
The airline also placed 20th among the country’s most valuable brands this year — the first time the airline made it in the list — with a brand value worth $194 million.
“We are humbled and honored to be named among the strongest and most valuable brands in the Philippines. This affirms our commitment to making air travel more affordable and accessible for every kind of Juan,” Candice Iyog, CEB chief marketing and customer experience o,fficer said.
Brand Finance, a leading brand valuation consultancy firm, publishes an annual list of the most valuable and strongest brands following a survey of over 100,000 respondents worldwide and assess the perception of more than 4,000 other brands.
The survey is complemented with an analysis of the companies’ investments in marketing and research and development, as well as ratings by review sites, social media engagement, customer churn, market share, among others.
Brand Finance said the country’s strongest brands are determined on a balanced scorecard that evaluates the marketing investment, shareholder equity, and business performance of each company.
Brand value relates to the brand’s “present value of earnings specifically related to brand reputation,” it added.
“We are also grateful for the trust and confidence of our passengers. In this dynamic and challenging industry, this distinction will further motivate Cebu Pacific to constantly improve our services and ensure the best travel experience for our passengers, along with our commitment to provide safe, reliable, and affordable air transport for every Juan,” Iyog said.
