benchmark report
airline marketing
most valuable airline brand EMIRATES
Emirates is once again the most valuable airline brand worldwide , according to British brand evaluation consultancy Brand Finance’s latest Global 500 report. The airline finished 234 out of the 500 evaluated global brands, up from last year’s 287 finish. Its brand is currently valued at USD5.48 billion, a 34 per cent increase on its 2013 valuation. The Global 500 report assesses the dollar value of a company’s reputation, image and intellectual property. Apple and Samsung Group were ranked first and second on the global list. Emirates’ nearest airline brand rival is Germany’s Lufthansa at 331, down from last year’s 326 listing. Next was America’s United at 379, up from 415 in 2013. Singapore Airlines was the only other
MARCH 2014 ISSUE
carrier to make the list at 458, down from 398. In total, six airlines have made it to the 2014 edition. In 2012, Emirates embarked “on an integrated marketing communications campaign” with the launch of its global brand platform “Hello Tomorrow.” The marketing campaign continues to peg the airlines global airline in what it says positions it “as the enabler of global connectivity and meaningful experiences.” An airline-specific ranking for 2014 has not been released yet, but the ranking of the top 20 most valuable airline brands for 2013 is available here .
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VALENTINES SOCIAL DIGITAL TRADITIONAL
