Top 10 Most Valuable Airline Brands in 2023

This year’s ranking of the most valuable airline brands is based on a rigorous analysis of brand revenue and strength, using data from various sources and market research. In this guide, we will present the top 10 airline brands, along with their brand values, growth rates, and key achievements. We will also compare their performance with the previous year’s ranking and highlight the trends and challenges that are shaping the aviation industry.

The ranking is dominated by American and Chinese airlines, which have benefited from the recovery of domestic travel and the expansion of their networks and fleets. Delta Air Lines has retained its position as the world’s most valuable airline brand, thanks to its strategic partnership with LATAM Airlines Group and its high standards of customer service and safety. American Airlines has climbed from the fourth place to the second place, driven by its strong growth in revenue and market share. United Airlines has also risen from the fifth place to the third place, boosted by its investment in sustainable aviation fuel and its launch of new routes to Africa and India.

The only non-American or non-Chinese airlines in the top 10 are Emirates, Air Canada, and Qatar Airways, which have also shown remarkable resilience and innovation amid the pandemic. Emirates has maintained its status as the most valuable Middle Eastern airline brand, despite facing travel restrictions and geopolitical tensions. Air Canada has remained in the ninth place, despite suffering a loss of revenue and capacity due to Canada’s strict border policies. Qatar Airways has jumped from the 17th place to the 10th place, thanks to its role as the flag carrier of Qatar during the World Cup and its reputation for excellence and reliability.

The Brand Finance Airlines 50 Ranking also measures the brand strength of each airline, which is determined by a balanced scorecard of metrics that evaluate marketing investment, stakeholder equity, and business performance. According to this criterion, ANA (All Nippon Airways) is the strongest airline brand in the world for 2023, earning a AAA rating. ANA has impressed customers and stakeholders with its quality of service, innovation, and social responsibility.

Starting at the 10th position and progressing to the ultimate champion, this curated list unveils airlines that have secured their spots through outstanding performance and recognition within the aviation sector. We will compare their standings with the previous year’s list, shedding light on their continued prominence.

• Qatar Airways: Qatar Airways takes the 10th spot with remarkable growth, emerging as the second most valuable Middle Eastern brand, closely trailing Emirates. This year, the airline’s brand value soared by 23%, propelling it from the 17th place last year to its current position. Celebrating its 25th anniversary, Qatar Airways has not only weathered pandemic-induced challenges but exceeded its pre-pandemic brand valuation of US$2.3 billion. The airline’s strategic role as the flag carrier during the World Cup contributed significantly to its prominence.
• Air Canada: Securing the 9th position, Air Canada retains its status as Canada’s flag carrier. While it has experienced a shift from the 6th position in the prior year, the airline’s brand value has grown by 3%, reaching US$2.6 billion.
• Air China: Air China maintains its 8th place in the list, exhibiting an impressive 9% growth in brand value, now standing at US$2.6 billion.
• China Eastern: Climbing three positions from 11th to 7th, China Eastern boasts a remarkable 26% surge in brand value, reaching US$2.9 billion.
• China Southern: China Southern witnesses an extraordinary surge, with its brand value skyrocketing by 39% to an impressive US$3.2 billion. This exceptional growth catapults the airline from the 9th to the 6th position.
• Southwest Airlines: As the world’s largest low-cost carrier, Southwest Airlines maintains its 5th position, despite experiencing a -5% dip in brand value. Valued at US$4.7 billion, it stands out as a prominent US-based airline.
• Emirates: Emirates, the leading Middle Eastern airline, enjoys a 2% brand value increase, reaching a commendable US$5.1 billion. It retains its 4th position, contributing significantly to the recovery of UAE’s travel and tourism industry.
• United Airlines: United Airlines demonstrates exceptional growth, with a remarkable 42% surge in brand value to reach an impressive US$7.8 billion. Rapid recovery from the pandemic’s impact elevates its position.
• American Airlines: As the world’s largest airline, American Airlines boasts a consistent brand value of US$8.5 billion, reflecting a notable 36% growth. It firmly holds the 2nd position.
• Delta: Reclaiming the title of the world’s most valuable airline brand, Delta showcases a striking 22% increase in brand value, amounting to US$8.9 billion. Strategic decisions, partnerships, and investments contribute to its continued success.

This list provides an insightful glimpse into the dynamic airline industry, highlighting brands that have not only maintained their prominence but also harnessed strategic initiatives for exceptional growth and recognition.

Sources: AirGuide Business airguide.info, msn.com, Brand Finance