By Staff writer
Dubai airline's brand grew by 17% last year, according to the 2016 Brand Finance Global 500 report
Emirates Airline has come out on top again as the world’s most valuable airline brand, according to the 2016 Brand Finance Global 500 report.
The airline’s brand value grew 17 percent over the last year to reach $7.7 billion, Emirates said in a statement.
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 171st, 47 places above the next closest airline brand.
Emirates also retained its position as the most valuable brand in the Middle East, with the brand value more than doubling since 2009, when it first appeared on the Brand Finance Global 500 report.
Boutros Boutros, divisional senior vice president Corporate Communications, Marketing & Brand said: “We invest strategically in building our brand and it is reflected in everything we do. 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 everyday both on the ground and on board.
"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.”
Brand Finance CEO David Haigh added: “Emirates continues to soar, adding 17 percent to its brand value this year. Brand Finance’s analysis shows that Emirates is more popular than ever.
"Emirates’ growth this year, which builds on impressive historic trends, suggests that by 2020 it could become the first Middle Eastern brand to enter the top 100 of our ranking.”
2015 was another year of growth for the airline, as Emirates marked 30 years of operations. During the year, Emirates launched six new points, expanding its network to 150 destinations.
Emirates also received 26 aircraft, retaining its position as the world’s largest operator of the Boeing 777 and the Airbus A380.
On the marketing front, Emirates unveiled its highly-anticipated TV commercial featuring celebrated Hollywood actress, director and producer Jennifer Aniston, which quickly went viral.
Emirates also continued to build its brand on social media and currently has one of the most active and engaged social communities, with a combined following of 11 million across Facebook, Twitter, Instagram, LinkedIn, and Google+.