Delta is world’s most valuable airline brand, valued at US$8.9 billion • Airline brands rebounding after pandemic • Ethiopian Airlines is fastest-growing brand,
up 79% • ANA is strongest brand, earning AAA rating • High demand summer is allowing brands to increase price over volume • Middle-Eastern Airlines: Emirates is biggest, Qatar and SAUDIA are growing fast • Delta has the highest Sustainability Perception Value, while Eva Airways leads on Sustainability Perception Score
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GLOBrand Finance published its 2023 Report on 50 Strongest Airline Brands of the World 2023. Access report here.
Goal:
Brand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company. This important understanding can inform decision-making related to marketing and branding efforts, as well as provide a benchmark for future performance. It can also be used to help attract investors and secure financing, as a strong brand can be a valuable asset.
Key Takeaways:
- American airline brands reach cruising altitude as airline industry takes off in post-pandemic world.
- Delta is world’s most valuable airline brand, valued at US$8.9 billion
- Airline brands rebounding after pandemic
- Ethiopian Airlines is fastest-growing brand, up 79%
- ANA is strongest brand, earning AAA rating
- High demand summer is allowing brands to increase price over volume
- Middle-Eastern Airlines: Emirates is biggest, Qatar and SAUDIA are growing fast
- Delta has the highest Sustainability Perception Value, while Eva Airways leads on Sustainability Perception Score
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Sustainability: Delta has the highest Sustainability Perception Value, while Eva Airways leads on Sustainability Perception Score
Sustainability is increasingly a business imperative,
yet it has been difficult to determine the value of ESG efforts in relation to reputation and brand equity. As part of its analysis, Brand Finance assesses the role that specific brand attributes play in driving overall brand value. One such attribute, growing rapidly in its significance, is sustainability. Brand Finance assesses how sustainable specific brands are perceived to be, represented by a ‘Sustainability Perceptions Score’. This is an indexed score that provides a view of the role of sustainability in driving positive brand reputation. The value that is linked to sustainability perceptions, the ‘Sustainability Perceptions Value’, is then calculated for each brand.
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Strongest Middle Eastern Airline Brands:
Global airline, Emirates (brand value up 2% to US$5.1 billion), remains the most valuable Middle Eastern Airline. The airline brand played a key role in facilitating the rebound in travel and tourism to the UAE.
The Emirates brand is intricately tied to the UAE and Dubai nation brand and continues to contribute 20 to building these perceptions globally. Given the importance of Emirates there continues to be significant investment behind the brand and business which should help it reclaim its Brand strength rating of AAA in the near term. Its current Brand Strength is 76.9 (AA+).
Qatar Airways (brand value up 23% to US$2.5 billion) is the fastest growing Middle Eastern Airline brand and the second most valuable. Having completed 25 years of operation, the airline has rebounded from pandemic restrictions and has now surpassed its pre-pandemic brand valuation of US$2.3 billion.
Qatar Airways played a very high-profile role in the World Cup, with the flag carrier of Qatar an obvious transportation option for visitors, players, and officials for the event. Qatar Airways continues to be held in very high regard by customers and other key industry stakeholders because of its relatively young aircraft fleet, high standards of service, and recognition that it was one of the few global airlines to continue flying throughout the pandemic. It has further consolidated its reputation as a leading airline which is set to continue as Qatar looks to further boost its leisure and business tourism industry.
SAUDIA’s brand value increased 14% year-on-year to US$651 million, further securing itself as a leading Middle Eastern airline brand. It is the second fastest growing airline brand in the region as it continues to play a vital role to support the kingdoms ambitious travel and tourism targets.
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Strongest Global Airport Brands:
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Source: Brand Finance
