Emirates, a Dubai-based air carrier, witnessed its estimated brand value grow more than 21 per cent from $5.48 billion to $6.6 billion in 2014.

The airline, which ranked 196 out of top 500 companies, steadily climbed 38 spots in just 12 months, a recent report showed.

In 2014, Emirates marked a record launch of 10 new A380 routes, bringing the network to over 145 passenger and cargo destinations, from Burkina Faso to Buenos Aires (Argentina), and spanning six continents. In addition, Emirates added frequencies to 20 existing destinations, increasing flight choices for its customers.

“Our brand strategy does not only involve marketing and sponsorships, but everything we do including product innovation and service delivery. For us, our customers are the ultimate judges and jury. Being named the most valuable airline brand in the world is great recognition for each and every one of our staff, as they are the ones who live, breathe and deliver the Emirates brand every day in the work they do. The strength of the Emirates brand also underscores the positive impact that we are making on our 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,” said Sir Tim Clark, president, Emirates Airline.

In 2015 the airline operates, on average, 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.

While investment in progressive technology is paramount to the success of any brand in such a competitive global environment, Emirates believes the customer journey plays a significant role. In line with the “Hello Tomorrow” brand platform, Emirates creates opportunities that connect people and cultures through relevant and meaningful experiences through its portfolio of sponsorship partnerships, which in turn contributes to positive brand association, awareness and affinity. – TradeArabia News Service