Emirates has once again been named the world’s “most valuable” airline brand in an annual report, with its brand value growing 17% last year to reach US$7.7 billion.
The 2016 Brand Finance Global 500 report showed the airline climb up the ranks of the world’s top brands for the fifth year running, coming in at 171,47 places above the next closest airline brand and more than doubling since 2009 when it first appeared on the report. It also retained its position as the most valuable brand in the Middle East.
According to Emirates divisional senior vice president corporate communications marketing and brand Boutros Boutros, the airline has invested strategically in building its brand.
“We have differentiated the Emirates brand not only through our marketing and sponsorships initiatives, but also through our competitive combination of quality products and services, and technology-driven customer initiatives that our teams deliver everyday both on the ground and on board,” he said.
“We work hard to identify, anticipate, and meet the ever-changing needs of our diverse global audiences, as we firmly believe that this will position us to outperform in our industry now and in the future.”
Meanwhile, Brand Finance chief executive David Haigh revealed that the analysis shows that Emirates is more popular than ever.
“Its brand equity scores for consumer factors such as familiarity, consideration, preference, satisfaction and recommendation are up across the board,” he said.
“Emirates’ growth this year, which builds on impressive historic trends, suggests that by 2020 it could become the first Middle Eastern brand to enter the top 100 of our ranking.”
