Emirates' brand ranking and value improve

The carrier plans to take on 27 new aircraft this year alone and is recruiting thousands of new staff to fill new positions and replace those left vacant by departing employees. (File)

Published Monday, March 26, 2012

By Waheed Abbas

Dubai-based Emirates airline has retained its status as the Most Valuable Brand in the Middle East with its global ranking and brand value also improving year-on-year basis.

According to the Brand Finance’s Top 500 Most Valuable Global Brands Index for 2012, the Arab World’s largest carrier has been ranked 288th globally with a value of $3.7 billion. In 2011 index, it was ranked 291st with brand value of $3.622 billion.

The index showed that the airline’s brand value has been steadily on the rise over the past few years. Its brand value increased from $3.211 billion in 2009 to $3.518 billion in 2010 index. The airline has successfully maintained its AAA- rating over the past couple of years.

Emirates‘ total order book for aircraft currently stands at 233 wide-bodied aircraft (excluding option rights) totalling about $84 billion, with plans to operate to many more destinations in the months and years ahead. The Duba-based carrier is also recruiting around 4,500 employees this fiscal year. This figures will be composed of approximately 3,800 cabin crew, 450 pilots and the rest will be in other roles across the Group.

Apart from Emirates, only two other companies – both from telecom industry – from the region made it to the world’s Top 500 Most Valueable Global Brands for 2012 with one of them from the UAE and another from Saudi Arabia.

Abu Dhabi-based telecommunication major Etisalat was the second Most Valuable Brand from the region followed by Saudi Telecommuncation Corp (STC). Etisalat’s ranking droped one place to 363rd globallybut its brand value increased from $3 billion in 2011 to $3.117 billion in 2012.

Etisalat was recently awarded for being the most powerful company in the UAE by Forbes Middle East. Forbes recently unveiled its latest edition of the annual survey on "Top 40 Arab Brands" recognising Etisalat as one of the Top 10 Arab Brands. Ranked #8, Etisalat is the only telecom service provider to be featured in the top 10 list.

Saudi Telecom made a big stride in Brand Finance’s global ranking, jumping 50 positions to be ranked 400th with brand value of $2.847 billion. Its brand value in 2011 was $2.468 billion in the previous year.

Globally, lifestyle technology brand Apple has leapfrogged Google to be named as the world's most valuable brand in 2012, having the highest ever valuation calculated by Brand Finance at $70.6 billion.

Brand Finance's Top 10 Most Valuable Global Brands 2012

Rank Rank Brand Brand Value Rating

2012 2011

1 8 Apple $70.6 billion AAA+

2 1 Google $47.5 billion AAA+

3 2 Microsoft $45.8 billion AAA+

4 4 IBM $39.1 billion AA+

5 3 Walmart $38.3 billion AA

6 18 Samsung $38.2 billion AAA-

7 7 GE $33.2 billion AA+

8 16 Coca Cola $31.1 billion AAA+

9 5 Vodafone $30.0 billion AAA+