Dubai-based Emirates airline has become the world’s Most Valuable Airline Brand, according to Brand Finance’s Global 500 brand study which will be unveiled today at the Global Travel Marketing Forum in Dubai.
“Emirates flies ahead of Lufthansa and Singapore Airlines to become the world’s most valuable airline brand,” a media statement issued by Brand Finance said.
“In what has been a very challenging climate for the airlines industry, Emirates has climbed to become the most valuable airline brand in 2012 with a value of $3.7 billion, a 2 per cent increase on last year but enough to fly ahead of Lufthansa for the first time,”the statement highlighted.
This performance has been driven by growth in passenger revenues and important strides made in the long haul passenger market.
“Against the backdrop of the global economic slowdown, Emirates’
performance is highly commendable. The partnership with Qantas and a more aspirational positioning have seen customer revenues and brand value grow,” said Hany Mwafy, Brand Finance Managing Director Middle East.
Emirates airline continued to post strong growth with connecting traffic through its hub, whilst successfully sustaining growth into new international destinations. It has recently signed a 10-year alliance with Qantas airlines which will also contribute to the airline's aggressive growth ambitions moving forward.
The airline continues to improve its customer brand experience through investment in quality product and service concepts to provide passengers with a world class onboard experience. Emirates’ focus on brand building and sponsorship activities together with its efforts to reposition the airline towards becoming more of an aspirational ‘lifestyle brand’ are apparent and Emirates retains its strong AAA- brand rating, despite stiff competition from other international airlines.
At $3.7bn Emirates is both the most valuable airline brand and the most valuable Gulf brand for the 5th consecutive year. The airline continues to a role model for brands from its sector, its region and throughout the world. And it is the first time to see a Middle Eastern brand leading a global league, a superb achievement as well as an inspiration for other Middle East brands in other sectors.
“We are delighted to work with Brand Finance and to have them unveil their latest airline brand valuations at our event. We would like to pass on our congratulations to the Emirates team who clearly put a great deal of effort into building brand equity,” said Duncan Alexander, Director at The Travel Marketing Store.