MIDDLE Eastern carrier Emirates is now one of the world’s top 200 brands, a report released by Brand Finance Global 500 showed.
The airline moved 38 notches up to 196 from the prior year’s ranking of 234th. The carrier attributed its success to a strong commitment to product and service excellence, as well as to investments in its brand. Emirates’s estimated brand value has grown more than 21 percent, from $5.48 billion to $6.6 billion.
The airline also retains its long-standing position as the most valuable brand in the Middle East and the most valuable airline brand.
Emirates is a global company serving a global audience, and as it grows its business, it also grows its brand.
Its brand strategy does not only involve marketing and sponsorships, but also product innovation and service delivery.
“Our customers are the ultimate judge and jury. Being named the most valuable airline brand in the world is great recognition for everyone of our staff, as they are the ones who live, breathe and deliver the Emirates brand every day in the work they do,” Emirates Airline President Tim Clark said.
He added: “The strength of the Emirates brand also underscores the positive impact that we are making on the industry, and we will continue to work hard and invest in our brand. Our aim is to become one of the world’s leading lifestyle brands, and to make the Emirates name synonymous with aspirational travel and experiences.”
Brand Finance CEO David Haigh said Emirates remains the flag carrier brand for the entire Middle East. Its $6.6-billion brand value makes it both the region’s most valuable brand and the world’s most valuable airline. Its extensive sports sponsorship and global route network make it recognized the world over.
However, it is Emirates’s exceptional service and reliability that truly buoys the brand.
In 2014 Emirates marked a record launch of 10 new A380 routes, bringing the network to over 145 destinations, from Guangzhou to Buenos Aires, and spanning six continents. In addition, Emirates added frequencies to 20 existing destinations, increasing flight choices for its customers.
On average in 2015, the airline operates 3,500 flights per week, increasing the number of city-pair combinations that the airline offers to its leisure, business and cargo customers across its global network.
To service all of these flight offerings, the fleet also grew substantially to over 230 aircraft, with receipt of the company’s largest order of Airbus A380s and Boeing 777-300ERs to date, in 2013 and 2014.
Emirates operates twice daily flights for the Dubai-Manila route.
It is now currently seeking an additional frequency due to the high demand for connectivity from the Middle East to the Philippines and vice versa.
Emirates has been operating flights between Dubai and Manila since 1990, and remains firmly committed to the Philippine market.
The carrier, in 2013, invested almost $100 million through direct expenditures in the Philippines.
Its three daily flights from Manila also supported over 4,300 jobs in the Philippines last year through direct employment, as well as via the supply chain of catering, ground handling and other associated air-travel services.