Delta (brand value up 22% to $8.9bn) is once again the world's most valuable airline brand, just ahead of fast-growing American Airlines (brand value up 36% up to USD 8.5 billion).
Every year, leading brand valuation consultancy, Brand Finance, tests 5,000 of the biggest brands and publishes more than 100 reports, ranking brands across industries and countries. The world's 50 strongest and most valuable airline brands are included in the Brand Finance Airlines 50 2023 annual ranking.
Delta's brand value growth this year was driven by several key decisions, including a 20% stake in LATAM Airlines Group that gained tentative approval from regulators. The acquisition will give Delta a significant presence in the South American region and allow it to expand its network and offer more competitive rates to customers.
Savio D'Souza, Director of Brand Finance commented:
“The pandemic may have grounded planes, but it couldn't stop people from dreaming of travel. As the world reopens, airlines are poised to take off, with their brand values on track to make up lost ground by 2024."
Ethiopian Airlines is the fastest growing airline brand, up 79%
Ethiopian Airlines (brand value increased 79% to $498 million) is the fastest growing airline brand globally, and the African airline is now the largest airline brand on the continent. Other fast-growing brands include Vueling (brand value increased 44% to US$527 million), United Airlines (brand value increased 42% to US$7.8 billion) and China Southern ( brand value increased 39% to US$3.2 billion).
ANA is the Strongest Airline Brand, AAA-Rated
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics that assess marketing spend, stakeholder equity and business performance. Conforming to ISO 20671, the Brand Finance stakeholder fairness assessment incorporates original market research data from more than 100,000 respondents in 38 countries and across 31 industries.
ANA (brand value increased 5% to $2.4 billion) is the strongest airline brand this year. ANA relaunched its international network in 2022 after a two-year hiatus due to the COVID-19 pandemic. The airline resumed flights to several popular destinations, including New York, London and Paris.
Middle Eastern Airlines: Emirates is the largest and strongest in the region, Qatar and Saudia are growing fast
Emirates (brand value up 2% to $5.1bn) has maintained its position as the airline brand of the Middle East Most Valuable Airline and the fourth most valuable airline brand in the world.
Qatar Airways (brand value up 23% to $2.5bn) was the Official Airline of the FIFA World Cup™, the first ever to be hosted in the Middle East. The airline was praised for its effective support of the FIFA World Cup™ and for delivering on its promise to provide a better experience for travelers to the mega-event.
Saudia (brand value increased 14% to USD 651 million) is also growing rapidly as it opens new routes to meet the Kingdom's ambitious tourism target by 2030. The brand has invested heavily in optimizing their operations to enhance the customer experience and reflect unique brands. position as the flag carrier and the role it must play in building perceptions of the Kingdom globally. The brand is also investing in building awareness and familiarity in key international markets, as evidenced by its investments in Formula 1 (Official Airline of the Aston Martin Aramco Cognizant Formula One™ Team) and Formula E (Official Partner Airline).
Delta has the highest Sustainability Perception Value, while Eva Airways leads in the Sustainability Perception Score
As part of its analysis, Brand Finance assesses the role specific brand attributes play in driving overall company value. brand. One of those attributes, which is rapidly growing in importance, is sustainability.
In addition to being the world's most valuable airline brand, Delta also has the highest Sustainability Perceived Value (SPV) of any brand in the Airline 50,200 ranking: $544 million. While Delta has sought to become more sustainable, its position at the top of the SPV chart is not an assessment of its overall sustainability performance. Rather, it indicates how much brand equity you have linked to perceptions of sustainability.
Eva Airways has the highest sustainability perception score in the Airlines 50 2023 ranking at 5.0 out of 10. The airline has set a clear goal to achieve net zero carbon emissions by 2050, demonstrating its long-term vision for the future. more green. This implies the active implementation of various energy saving measures.