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AfricaMoney | August 22, 2017

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Emirates most valuable global airline brand in Global 500 list

Emirates most valuable global airline brand in Global 500 list

Apart from the Dubai aviation major, only 5 other airlines made it to the list, in which Air Mauritius failed to feature. (Image: Emirates)

Emirates emerged as the most valuable airline brand worldwide for the third consecutive year, according to The Brand Finance Global 500 report for 2014 released last month.

Across sectors, Apple, Samsung Group, Google, Microsoft, Verizon, GE, AT&T, Amazon.com, Walmart and IBM are the top 10 global brands in the list.

In the aviation sector, only 5 others made it to the list, in which Air Mauritius fails to feature. Even though the airline has recently made a return to profitability in the 9 months financial statements from April to December 2013 released last week, it still has a long way to go to play catch-up with airlines that met the global threshold.

Delta, American Airlines, Lufthansa, United and Singapore Airlines were the other aviation majors that made the cut.

Further, a continent-wise classification shows only one company across Africa – MTN from South Africa – making the grade. South Africa’s second biggest mobile-phone company stated recently that its Mauritius subsidiary contributed a lot to its profits with a currency gain of 2.3 billion rand (around Rs 6.33 billion). The company will be declaring its annual results on Wednesday.

Apart from the telecommunications major, there is no other company from Africa that finds place in the list of top 500 brands across the world, as compiled by Brand Finance.

Coming back to Emirates, the airline, now at the 234th position in the list, is also the most valuable brand in the Middle East for the fourth consecutive year, and is currently valued at USD 5.48 billion, an increase of 34% over its 2013 value.

“We are delighted that our brand valuation has increased and that Emirates has retained its top position, because this reflects our success in engaging our customers, and remaining relevant to them in a fast changing and highly competitive global environment,” said Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing and Brand.

“Emirates flies more passengers over longer distances than any of its rivals and has become the standard by which other airline brands are judged,” said David Haigh, Chief Executive, Brand Finance.

Also, Emirates is going the extra mile with its social marketing efforts to keep its global customers connected. Emirates is now one of the most engaged brands on Facebook not only in the airline category but amongst other lifestyle brands, with posts about its fleet, products, sponsorships and crew. Emirates is also the world’s largest airline on LinkedIn, and has an active presence on YouTube, Instagram and Google Plus.

Brand Finance, the world’s leading brand valuation consultancy, releases its annual Brand Finance Global 500 report which assesses the dollar value of the reputation, image and intellectual property of the world’s foremost brands across diverse categories.

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