Cebu Pacific Measures Brand Health Across APAC

Cebu Pacific needed a recurring, multi-market brand tracking program across four distinct APAC markets (Philippines, Japan, Australia, South Korea). The project required managing large-scale sample quotas (12,500 respondents per wave), preserving methodological consistency over time for longitudinal trend analysis, and accurate questionnaire localization (Japanese and Korean) while respecting cultural and media differences. The stakes were high: the airline required consistent, comparable brand awareness, perception and overall brand-health metrics to support sales growth, optimise marketing investment and defend/strengthen market share across competitive markets.

TGM Research designed and delivered a recurring quantitative brand-tracking program (Sample Only with advisory support) covering the Philippines, Japan, Australia and South Korea with a total sample size of 12,500 respondents per wave. Services included high-quality sample delivery from TGM’s proprietary panels, careful quota and operational control to ensure national representativeness, questionnaire review, and translation of the survey into Japanese and Korean. TGM also provided feedback on the client’s reporting outputs and strong operational oversight to maintain methodological stability and cross-market comparability.

The program delivered a good demographic spread and consistent samples across markets and waves, producing stable, reliable data suitable for longitudinal brand measurement. The outputs enabled clear benchmarking of brand health, supported ongoing evaluation of brand-building efforts, and provided a solid evidence base for data-driven marketing and investment decisions — helping Cebu Pacific monitor awareness and perception and make informed choices to support sales growth and market-share objectives.