Emirates has emerged as the most valuable airline brand worldwide for the third consecutive year, according to The Brand Finance Global 500 report for 2014 that was released this week.
The airline, now at the 234th position in the list, is also the most valuable brand in the Middle East for the fourth consecutive year, and is currently valued at $5.48 billion, an increase of 34 per cent over its 2013 value.
“A strong brand is an important business differentiator, and that is why Emirates has continually invested in our brand over the years. We are delighted that our brand valuation has increased and that Emirates has retained its top position, because this reflects our success in engaging our customers, and remaining relevant to them in a fast changing and highly competitive global environment,” said Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing and Brand.
David Haigh, Chief Executive, Brand Finance, added: “Emirates flies more passengers over longer distances than any of its rivals and has become the standard by which other airline brands are judged.”
In a statement, the carrier said its brand platform ‘Hello Tomorrow’ connects people and cultures by creating relevant and meaningful experiences that is shaping the world.
With high profile sponsorships such as the FIFA World Cup and Formula One, Emirates is now one of the most engaged brands on Facebook not only in the airline category but amongst other lifestyle brands, with posts about its fleet, products, sponsorships and crew.
Emirates is also the world’s largest airline on LinkedIn, and has an active presence on YouTube, Instagram and Google Plus.
With a fleet of 212 aircraft, Emirates operates services to 141 destinations in 80 countries from Dubai.
The airline employs more than 48,000 people from over 160 different nations.
Brand Finance, a brand valuation consultancy, releases its annual Brand Finance Global 500 report which assesses the dollar value of the reputation, image and intellectual property of the world’s foremost brands across diverse categories.
The ranking also considers in its valuation, a number of relevant attributes such as emotional connection, financial performance and sustainability, economic growth rates, revenue forecasts and analysts’ insights, amongst others.
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