In a remarkable rebound for the airline industry, American airline brands are reaching new heights in the post-pandemic world. Delta Airlines has once again claimed the title of the world’s most valuable airline brand, with a staggering brand value of US$8.9 billion, according to the recently released Brand Finance Airlines 50 2023 ranking.
Delta’s brand value surged by 22% this year, fueled by strategic decisions such as the acquisition of a 20% stake in LATAM Airlines Group, which recently gained tentative regulatory approval. This move positions Delta to establish a strong presence in the South American market, expand its network, and offer more competitive fares to customers. Savio D’Souza, Director of Brand Finance, emphasized the enduring allure of travel, stating, “The pandemic may have grounded aeroplanes, 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 recover lost ground by 2024.”
Meanwhile, Ethiopian Airlines has emerged as the fastest-growing brand globally, experiencing a remarkable 79% increase in brand value, reaching US$498 million. This growth propels Ethiopian Airlines to become the largest airline brand in Africa. Other notable fast-growing brands include Vueling, United Airlines, and China Southern, with brand values increasing by 44%, 42%, and 39% respectively.
In terms of brand strength, ANA (All Nippon Airways) secured the top position in the ranking, earning a prestigious AAA brand strength rating. ANA’s relaunch of its international network in 2022 after a two-year hiatus due to the COVID-19 pandemic contributed to its success. The airline resumed flights to popular destinations such as New York, London, and Paris, signalling a strong recovery.
The Middle Eastern airlines also showcased their resilience and growth potential. Emirates retained its position as the most valuable airline brand in the region, with a brand value of US$5.1 billion. Qatar Airways, the Official Airline for FIFA World Cup™ in the Middle East, received acclaim for its exceptional support and enhanced travel experience during the tournament. Saudia, the flag carrier of Saudi Arabia, experienced a 14% increase in brand value, driven by the opening of new routes and investments in optimizing operations.
Brand Finance’s assessment also examined the role of sustainability in shaping brand value. Delta Airlines, in addition to being the most valuable airline brand, boasted the highest Sustainability Perception Value (SPV) among all brands in the Airline 50 2023 ranking, amounting to USD544 million. This figure reflects the brand’s association with sustainability and the value it generates from such perceptions.
On the other hand, Eva Airways led the Sustainability Perception Score with a rating of 5.0 out of 10 in the Airlines 50 2023 ranking. The airline’s commitment to achieving Net-Zero Carbon Emissions by 2050 underlines its dedication to a greener future through the active implementation of energy-saving measures.
As the airline industry takes off in the post-pandemic world, the Brand Finance Airlines 50 2023 report provides comprehensive insights into the most valuable and robust airline brands. To delve into the full report, including detailed rankings and analysis, click here.
