Emirates takes on world’s top brands

Emirates has broken into the top 200 of the world’s biggest brands for the first time.

According to the 2015 Brand Finance Global 500 report released this week, Emirates’ years of hard work, which left it in the Top 500 for four consecutive years, had finally paid off.

Now sitting at #196 – a leap of 38 spots in just 12 months – the airline attributes its success to a strong commitment to product and service excellence, along with investments in its brand.

Emirates’ estimated brand value has grown more than 21% from US $5.48 billion to US $6.6 billion.  The airline also retains its long standing position as the most valuable brand in the Middle East, and the most valuable airline brand.

“Emirates is a global company serving a global audience, and as we grow our business we have to also grow our brand,” Emirates Airline’s president Sir Tim Clark said.

“Our brand strategy does not only involve marketing and sponsorships, but everything we do including product innovation and service delivery.  For us, our customers are the ultimate judges and jury.

“Being named the most valuable airline brand in the world is great recognition for each and every one of our staff, as they are the ones who live, breathe and deliver the Emirates brand every day in the work they do.  The strength of the Emirates brand also underscores the positive impact that we are making on our industry, and we will continue to work hard and invest in our brand.

“Our aim is to become one of the world’s leading lifestyle brands, and to make the Emirates name synonymous with aspirational travel and experiences.”

Brand Finance CEO David Haigh commented on the accolade, saying Emirates remains the flag carrier for the entire Middle East.

“Its $6.6 billion brand value makes it both the region’s most valuable brand and the world’s most valuable airline.  Its extensive sports sponsorship and global route network make it recognised the world over.  However it is Emirates’ exceptional service and reliability that truly underpin the brand,” Haigh said.

In 2014, Emirates marked a record launch of 10 new A380 routes, bringing the network to over 145 passenger and cargo destinations, and spanning six continents.

In 2015, the airline will operate an average of 3,500 flights per week, increasing the number of city-pair combinations that the airline offers, and growing its fleet to over 230 aircrafts to service these offerings.