Cebu Pacific, the country’s leading low-cost carrier, has been recognized by London-based consultancy Brand Finance as the fastest-growing Filipino brand and ranked sixth among the strongest brands in the Philippines for 2025, reflecting its aggressive network expansion and surging operational performance.
In Brand Finance’s 2025 report, Cebu Pacific’s brand value surged by 86 percent to USD386 million, buoyed by record passenger growth, expanded international routes from hubs like Cebu, Davao, and Iloilo, and a robust cargo business that transported nearly 36 million kilograms of goods in Q2 2024.
The airline earned a Brand Strength Index (BSI) score of 89.1, the highest among local aviation players, as it posted a 26 percent increase in passenger traffic and 15 percent revenue growth this year. The firm also cited Cebu Pacific’s historic aircraft order of 152 Airbus jets in 2024 as a key indicator of long-term strategic investment and capacity-building.
“Cebu Pacific’s recognition as the fastest-growing Filipino brand reflects our dedication to serving the needs of our customers,” said Candice Iyog, chief marketing and customer experience officer. “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.”
Brand Finance’s rankings are based on financial analysis, consumer perception surveys, and the “Royalty Relief” method, a valuation technique estimating the cost of licensing the brand.
Cebu Pacific, which maintains a 57 percent domestic market share as of May 2025, continues to lead the Philippine aviation sector with 37 domestic and 26 international destinations, and over 250 million passengers flown since 1996.
