Emirates is a leader in brand management, effectively conveying its brand promise through consistent execution and innovation. Currently ranked as the fourth most valuable airline brand globally, Emirates has generated significant revenue, especially from premium cabins. Recently, they restricted first-class bookings to loyalty program members, a controversial but strategic move aimed at preserving the exclusive experience for paying customers. This reflects their commitment to brand integrity, balancing customer experience with marketing decisions effectively.
For a long time, Emirates has benefitted from the halo of its first-class product: the Game Changer suites, the A380 showers, and the accoutrements like Bvlgari products.
The brand consistently ranks among the world's most valuable airline brands, currently number 4 globally with a brand value of $7.4 billion, according to Brand Finance.
Emirates announced that its first-class product can now only be booked by Emirates Skywards members at the Silver, Gold, or Platinum tier, a strategically brilliant move.
Good brand strategy is knowing when to say no, as demonstrated by Emirates' recent decision to restrict first-class bookings to certain loyalty members.
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