品牌价值-最有价值和最强航空公司品牌50强的2023年度报告（英）-2023.5-36页

Summary of Brand Finance Airlines 50 2023

Introduction

The 2023 annual report highlights the recovery of the airline industry post-pandemic, with brands rebounding due to increased demand, lower fuel prices, and efficiency gains. Delta Air Lines ranks as the most valuable airline brand at US$8.9 billion, while Ethiopian Airlines shows the fastest growth at 79%. The report provides brand valuation and strength analysis, emphasizing sustainability's role in brand perception and consumer behavior.

Top Airlines by Value

• Delta Air Lines (US) is the world's most valuable airline brand at US$8.9 billion (up 22%), due to partnerships, fleet investments, and customer service initiatives. It also leads in Sustainability Perceptions Value.
• American Airlines (US) ranks second at US$8.5 billion (up 36%), driven by rapid recovery and capacity growth.
• United Airlines (US) is third at US$7.8 billion (up 42%), with strong revenue forecasts and demand recovery.

Fastest-Growing Airlines

• Ethiopian Airlines (Ethiopia) leads with a 79% brand value increase to US$498 million, benefiting from African growth and route expansions.
• Other high-growth brands include Vueling (Spain, 44% increase), China Southern Airlines (China, 39%), and China Eastern Airlines (China, 26%), reflecting regional recovery and policy changes like COVID restrictions easing.

Strongest Airlines

• ANA Japan holds the title as the strongest airline brand with an AAA rating, valued at US$2.4 billion. Its relaunched international network and modernization efforts contribute to its strength.

Sustainability Leadership

• Delta leads in Sustainability Perceptions Value at US$544 million, tying brand value to eco-friendly perceptions despite not leading in overall sustainability.
• Eva Airways (China) has the highest Sustainability Perceptions Score (5.0 out of 10), with commitments to net-zero emissions by 2050 and sustainability initiatives like using sustainable aviation fuel.

Middle East Airlines Performance

• Emirates (UAE) remains the most valuable Middle Eastern airline at US$5.1 billion (2% increase), supporting tourism recovery in the UAE.
• Qatar Airways (Qatar) is the fastest-growing in the region at US$2.5 billion (23% increase), bolstered by its role in events like the World Cup and continued global flights.
• SAUDIA (Saudi Arabia) grew 14% in value to US$651 million, driven by investments in Vision 2030, fleet expansion, and international routes, aiming to boost tourism and national soft power.

Methodology Overview

Brand Finance uses the Royalty Relief method to calculate brand value, estimating the present value of earnings driven by brand reputation. The Brand Strength Index (BSI), based on marketing investment, stakeholder equity, and business performance, assigns credit-like ratings (e.g., AAA) to assess relative strength. Original market research from over 100,000 respondents in 38 countries contributes to brand equity data.

Consumer Perception Insights

• The Global Brand Equity Monitor indicates that sustainability and value significantly influence consumer loyalty, with brands like Eva Airways leading in eco-commitments.
• Consumer demand spurs price increases over volume in the short term due to global instability, but long-term investments in experiences (e.g., Business Class) enhance brand loyalty.
• Middle Eastern airlines are viewed positively for service and connectivity, supporting their growth amid challenges.

Key Trends

• Industry recovery projected for 2023, with passenger demand expected to reach 85.5% of 2019 levels.
• Headwinds include war in Ukraine, inflation, and labor shortages, but sustained profitability is expected through cost management.
• Low-cost carriers like Ryanair show adaptation to premium pricing strategies, while sustainability becomes a key differentiator for brand value.