Dubai: Emirates is once again the most valuable airline brand worldwide, according to British brand evaluation consultancy Brand Finance’s latest Global 500 report.
Emirates also emerged as the most valuable brand in the Middle East by finishing ahead of the other listed companies from the region.
Emirates finished 234 out of the 500 evaluated global brands, up from last year’s 287 finish. Its brand is currently valued at $5.48 billion, a 34 per cent increase on its 2013 valuation.
The other Middle East brands to make the list were STC (Saudi Telecom Company) at 270, up from 366 last year; Etisalat at 432, down from 390; and Mobily (Saudi Arabia) repeating last year’s finish of 500.
“A strong brand is an import business differentiator, and that is why Emirates has continually invested in our brand over the years,” stated Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communication, Marketing and Brand.
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 carrier to make the list at 458, down from 398.
“Emirates flies more passengers over longer distances than any of its rivals and has become the standard by which other airline brands are judged,” stated David Haigh, Chief Executive of Brand Finance.
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.”