According to the new research by valuation and consultancy Brand Finance, the world‘s most valuable and powerful airline brands are American Airlines, Delta Air Lines and United, even though their values dropped in 2017.
Despite its value falling by 7 percent to $9.1 billion on last year, American Airlines are still the world‘s most valuable airline brand in 2018. Delta is second, it has also been experiencing some downwards, dropped by 6 percent to $8.7 billion. And finally in the third place, United is down 2 percent to $7 billion. Although, this hasn‘t been enough to knock them off the spots.
A statement from the company said: "The trio of big American airlines have each failed to grow their brand values as they suffered from a series of larger macro-economic challenges in a post-consolidation phase. In addition, they have been beset by higher fuel costs and a number of flight cancellations caused by storms. Meanwhile, the rise of social media has allowed unhappy customers to share a number of stories that have spread virally, but this does not appear to be causing significant long-term damage to airline brands."
Meanwhile in Europe, Lufthansa had a 29 percent brand value increase to $2.9 billion and now is in the top 10 of world‘s most valuable airline brands. It represents a bounce back from difficulties in 2015 and 2016, when the airline experienced a significant fall in consumer sales.
However, Chinese airlines seem to have the brightest future. China Southern, China Eastern and Air China are all in the top ten and with brand values increasing significantly.China Eastern
David Haigh, CEO of Brand Finance, said: "In the airline market, customers are making decisions about brands on a very narrow range of factors: price, routing, and schedules. Despite big viral news stories which gained media attention globally affecting several brands, in the airline business, it is reliability on delivering core services that customers find key in taking purchasing decisions. Consequently, the Chinese brands are the big winners in this area as they have been able to grow their brands by giving customers greater confidence in their dependability and safety as they grow alongside the Chinese economy."
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