By Andy Sambidge
Dubai airline's brand worth nearly $5.5bn, ranked 234th globally, according to The Brand Finance Global 500
Emirates Airline has been named the most valuable brand in the Middle East with a current value of nearly $5.5 billion.
The Dubai-based airline was also ranked the most valuable airline brand worldwide for the third consecutive year, according to The Brand Finance Global 500 report for 2014.
The airline, now at the 234th position in the list, was rated the most valuable brand in the Middle East for the fourth consecutive year, and is currently valued at $5.48 billion, an increase of 34 percent over its 2013 value.
Boutros Boutros, Emirates’ divisional senior vice president, Corporate Communications, Marketing and Brand, said: “A strong brand is an important business differentiator, and that is why Emirates has continually invested in our brand over the years.
"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.”
David Haigh, chief executive, Brand Finance, added: “Emirates flies more passengers over longer distances than any of its rivals and has become the standard by which other airline brands are judged.
"As employees of the Middle East’s most valuable brand, Emirates’ staff are ambassadors for the whole region, building bridges and good relationships across cultures with their impeccable service.”
With a fleet of 212 aircraft, Emirates operates services to 141 destinations in 80 countries from Dubai.
With a multi-cultural work force which is made up of more than 48,000 people from over 160 different nations, Emirates said it embodies the spirit of the brand and its evolution is embedded internally with an outlook that celebrates "the new, the pioneering and innovative in the world".
Globally, Apple, Samsung and Google retained their positions as the world's top three brands.
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.
The ranking also considers in its valuation, a number of relevant attributes such as emotional connection, financial performance and sustainability, economic growth rates, revenue forecasts and analysts’ insights, amongst others.
Having just flown on an Emirates flight (last Tuesday - DXB-LHR), I can confirm that the cabin crew were indeed brilliant ambassadors for brand Emirates, as they also were on my LHR-DXB flight nine days previously.
well that's all true! Nothing is like Emirates and Skywards.
My first flight with Emirates was in January 2006 and since then i never flew other airlines. In some cases I paid extra from my own pocket for biz trips just to ensure using this prestigious joyful airways.
I keep asking my friends and colleagues about their different experiences with airlines and eventually all come to one fact: Emirates is the best ever...
Chapeau bas EMIRATES!
I would urge you to try other airlines and you would actually see Emirates is not that great. It has gone down significantly since 2007. Everyone has complaints about airlines, even emirates passengers. Like many things in Dubai they believe their own hype, whilst the rest of the worlds just laughs.