Emirates retains world’s most valuable airline brand title
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Emirates has retained the title of the world’s most valuable airline brand, according to the 2016 Brand Finance Global 500 report. 
The airline’s brand value grew 17% over last year to reach US $7.7 billion. For the fifth year running, the airline has steadily risen up in the global ranking of the world’s top brands to be placed at #171, 47 places above the next closest airline brand.
Emirates also retains its position as the most valuable brand in the Middle East. In addition, Emirates’ brand value has more than doubled since 2009, when it first appeared on the Brand Finance Global 500 report.
Boutros Boutros, divisional senior vice president corporate communications, marketing & brand said the group invests “strategically in building our brand and it is reflected in everything we do”.
“We have differentiated the Emirates brand not only through our marketing and sponsorships initiatives, but also through our competitive combination of quality products and services, and technology-driven customer initiatives that our teams deliver everyday both on the ground and on board,” he said.
“We work hard to identify, anticipate, and meet the ever-changing needs of our diverse global audiences, as we firmly believe that this will position us to outperform in our industry now and in the future.”
In 2015 Emirates unveiled its highly-anticipated TV commercial featuring celebrated Hollywood actress, director and producer Jennifer Aniston, which quickly went viral.
The carrier also continued to build its brand on social media, recently hitting a milestone for Instagram, being the first airline to have 1 million followers and becoming the largest transportation brand on the popular social media platform.
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