Emirates still world’s most valuable airline brand

Emirates has retained the title of the world’s most valuable airline brand, according to the 2016 Brand Finance Global 500 report.



The airline’s brand value grew 17% over last year to reach US $7.7 billion. For the fifth year running, the airline has steadily risen up in the global ranking of the world’s top brands to be placed at No. 171, 47 places above the next closest airline brand.

Emirates, which also retains its position as the most valuable brand in the Middle East, has seen its brand value more than double since 2009, when it first appeared on the Brand Finance Global 500 report.

Boutros Boutros, divisional senior vice president corporate communications, marketing & brand, said the group invests “strategically in building our brand and it is reflected in everything we do”.

‘Customer initiatives’

“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 every day 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.”

In 2015 Emirates unveiled a TV commercial featuring Hollywood actress Jennifer Aniston, which quickly went viral. The carrier has also continued to build its brand on social media, recently becoming the first airline to have one million followers on Instagram, as well as becoming the largest transportation brand on the popular social media platform.

(Culled from www.rciventures.com)