Yes, I think the slogan “It's time every Juan flies!

” contributes to building Cebu Pacific’s brand

equity, especially on its awareness and image. By the brand’s use of the term “Juan”, which is a

shortened generic reference to Filipinos as coined by Robert McChulloch Dick in 1902 (The

Philippines Today, 2019), the slogan persuades Cebu Pacific’s target market, especially the

price conscious ones, and gives consumer purchase motivation as they offer affordable airfares

incorporated with their Fare Bundles and Piso Fare promos. These give off the message that

every Filipino can have access to air travel where it can be considered not a luxury anymore,

and they can go to places whenever and wherever they want. The consumers now associate

the brand as a low-cost airline company, which is also similar to Cebu Pacific’s brand image.

Reference:

The Philippines Today. (2019). Who is Juan Dela Cruz? Retrieved from

https://thephilippinestoday.com/juan-de-la-cruz/

Yes, I think the slogan “It's time every Juan flies!” contributes to building Cebu Pacific’s brand

equity, especially on its awareness and image. By the brand’s use of the term “Juan”, which is a

shortened generic reference to Filipinos as coined by Robert McChulloch Dick in 1902 (The

Philippines Today, 2019), the slogan persuades Cebu Pacific’s target market, especially the

price-conscious ones, and gives consumer purchase motivation as they offer affordable airfares

incorporated with their Fare Bundles and Piso Fare promos. The slogan relays the message

that every Filipino can have access to air travel where it can be considered not a luxury

anymore, and they can go to places whenever and wherever they want. Consumers now

associate the brand as a low-cost airline company, which is also similar to Cebu Pacific’s brand

image.
Reference:

The Philippines Today. (2019). Who is Juan Dela Cruz? Retrieved from

https://thephilippinestoday.com/juan-de-la-cruz/