ABSTRACT
The hallmarks of branding are well known choice, consistency, differentiation, experience, relevance, trust, and delivering on the brand promise. Building a strong brand involves aligning the branding and business strategies of a company. While most airlines, both legacies and low cost carriers, have fairly strong brand awareness, legacy carriers, in general, struggle to identify what is it that they stand for, and therefore, in turn, suffer from a lack of brand appreciation in terms of value. According to Brand Finance, a brand valuation consultancy, Emirates ranked number one in the 2013 list of the top 20 most valuable airline brands in the world. Emirates brand attributes include a superior product, a lower price, and a recognizable brand. The airline is growing rapidly its network, fleet, and capacity while very carefully managing its brand. Companies use messages and visuals to convey how they want consumers to view their brands, but this is not always how it is received.
