It’s not everyday that a regional company stands out and beats some of the largest giants such as Amazon, Google and Apple.
It accomplished that with branding, a key success factor for any business.
This company’s got wings and achieves an outstanding balance between safety, comfort and leisure.
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Emirates Airlines, is a powerful brand that isn’t just making the region proud, but holds the whole world in awe.
How does it do it?
High global-local ranking
According to Statista, a statistics portal, Dubai’s flag carrier is the only regional company ranking among the top ten most visible brands on social media
and grabbing the fifth place on the list.
On average, approximately 477,940 images of Emirates were posted on Twitter and Instagram between August and October 2017, compared to 445,880 images of Apple, 309,820 of Amazon and 463,150 of Google.
Moreover, Emirates topped consumer brand sentiment in the UAE for the third year running in the latest Best Brand Rankings, released by YouGov BrandIndex.
Courtesy of Statista.com
Building on brand success
Emirates continued to invest in its brand over the past year.
In August 2017, Emirates extended its title partnership with the prestigious FA Cup through to 2021.
In that same month, the airline renewed its European Tour Agreement for another four years. The new deal includes Emirates becoming an Official Partner of the 2018 Ryder Cup, an event which brings together 24 of the top golfers from Europe and the USA.
In October 2017, Emirates launched a $15 million campaign to inspire travel and promote the airline’s extensive network of global destinations including its home, Dubai.
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The campaign used the classic tune “Don’t stop me now” by British Rock Band Queen, and the ads used clever filming techniques, shifting between key destinations and Emirates’s onboard experiences to tell a story of “a picture within a picture.”
In November 2017, the airline rolled out TV celebrity Jeremy Clarkson for its global ad campaign, drawing on Clarkson’s humour and motoring credentials to launch its new fully enclosed First Class suites inspired by Mercedes Benz.
During the Dubai Airshow, Emirates offered spectators a special flypast that featured its Boeing 777-300ER and A380 performing a flying display with the UAE’s air display team, Al Fursan.
Emirates holds the strongest social media image of an airline company.
But away from social media, which carrier has the most powerful brand image worldwide?
The most powerful airline brand
Brand Finance ranks the Russian Aeroflot as the most powerful airline brand in the world, according to the Telegraph.
“Aeroflot outshines the biggest carriers in the US and Middle East with an AAA brand rating,” it said.
Brand Finance reveals that 30 factors are taken into account when judging brand strength, “including data points such as fleet size, average age of fleet, safety measures, number of employees, investments made by the company, financial and operating results, client loyalty as well as key industry ratings from Skytrax and IATA.”
According to the Telegraph, Aeroflot is followed by Aeromexico, American Airlines, China Southern Airlines, Delta, Emirates, Jetblue Airways, Southwest, Turkish Airlines and Westjet Airlines.
Also, Aeroflot took the World’s Leading Aviation Brand 2017 prize at the World Travel Awards in December 2017.
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Airlines’ branding strategies
Globally, airlines are enhancing their branding images in many different ways to capture more clients.
E-consultancy, a research platform, reveals that Delta airlines introduced RFID bag-tracking, which captures highly accurate data stored on a special chip embedded in a luggage tag.
“Travellers can see their bags going on and off the plane via push notifications from the Fly Delta mobile app, which they can also access in-flight,” it said.
According to e-consultancy, airlines are offering Wi-Fi and popular streaming services.
“Passengers flying on select Virgin America flights can sign into their Netflix account to stream shows to their mobile devices or tablets. Meanwhile, JetBlue offers the same service for Amazon Prime customers,” it said.
WSN, a platform for travel news, reveals that innovative airline social media campaigns and initiatives include KLM’s “Meet & Seat” service, through which fliers can select seats alongside fellow passengers based on mutual interests in their social media profiles, as well as British Airways’s Facebook application called “Perfect Days” that encourages travelers to share a travel wish list and itinerary via Facebook.
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