Cebu Pacific, the Philippines’ leading carrier, ranks third among the strongest brands in the Philippines for 2023, and one of the country’s most valuable brands overall, according to a study by a London-based brand valuation consultancy firm.
CEB received a Brand Strength Index score of 81.0, corresponding to a rating of AAA-, according to Brand Finance’s 2023 report on the most valuable and strongest Filipino brands. CEB also placed 20th among the Philippines’ most valuable brands for 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,” said Candice Iyog, CEB Chief Marketing and Customer Experience Officer.
Brand Finance, the world’s leading brand valuation consultancy firm, published the annual list of the most valuable and strongest brands following a survey of over 100,000 respondents worldwide to assess their perception of more than 4,000 brands.
The survey was 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.
According to Brand Finance’s report, the Philippines’ strongest brands are determined based on a balanced scorecard that evaluates the marketing investment, shareholder equity, and business performance of each company.
Brand value, on the other hand, relates to the brand’s “present value of earnings specifically related to brand reputation,” it added.
