Iberia is the airline that increases its brand value the most worldwide in 2022with a growth of 37.6%, that is, a rise of 211 million euros compared to 2021, according to the latest Brand Finance report, which analyzes the 50 most valuable and strongest brands in the airline sector in the world.
The study highlights that the Spanish airline has achieved this growth quickly adapting to disruption Covid-19. In addition, it is also creating a new strategic partnership with Cepsa with the aim of decarbonizing air transport and offering sustainable fuel for air travel.
Within the global ranking, Iberia ranks 31st, climbing three positions this year, while Vueling, the other Spanish brand present in the classification, is in last place, increasing its value by 0.6%, overcoming the fall of 2021 .
In addition, there are only three brands in the ranking that have already recovered the value they had before the pandemic. Iberia is one of the exceptions, increasing its value by 3%along with Singapore Airlines and Indigo, which are up 11% and 8%, respectively.
For its part, Vueling, although it already presents upward results, has a long way to go, since it still has a brand value 31.5% lower than what it added in 2020.
Brand Finance also analyzes consumer perceptions of the airline brands operating in each country. Regarding Spain, Iberia is the best scored, leading the metrics of visibility, familiarity, consideration, while Vueling is surpassed by Air Europa in consideration and reputation.
Unlike its peers in the IAG Group, low-cost brand Level, despite being the lowest-scoring brand in the industry for visibility and familiarity, scores medium for consideration this year.
Volotea and Air Nostrum occupy positions four and five in familiarity, consideration and reputation among the Spanish companies and are in the central band among all those that operate in Spain.
Barajas, among the 25 most valuable airports
The airport Adolfo Suarez Madrid-Barajas It enters the ranking of the 25 most valuable airports according to the Brand Finance report, ranking twenty-fourth, being the only Spanish in the classification.
The first airport on the list is Paris, with a value of 710 million euros, followed by Heathrow Airport in the United Kingdom and Changi Airport in Singapore, valued at 692 million euros and 562 million euros, respectively.
Also, those that increase their brand value the most are Heathrow Airport (+65.2%), Schiphol Airport in the Netherlands (+63.4%) and Zurich Airport in Switzerland (+46.8%).
Delta Airlines, the most valuable brand
Delta Airlines maintains the first position as the most valuable airline in the world, valued at 6,318 million euros and with an increase of 27% compared to 2021. Two other American brands complete the ‘top 3’, American Airlines (5,400 million euros) and United Airlines (4,700 million), respectively.
Fly Emirates, with a valuation of 4,300 million, and Southwest, with the same value, close the ‘top 5’. Air Canada ($2.2 billion), Lufthansa ($2.1 billion), Air China ($2.1 billion), China Southern ($2 billion) and ANA ($2 billion) complete the list of the world’s 10 most valuable airlines.
Overall, the airline sector grows this year by 9,333 million euros, 15% more in brand value than in 2021, reaching a value of 71,900 million euros. Spain is the sixteenth country that contributes the most value to the ranking with only two Spanish brands, which add up to a contribution of 2% of total brand value to the ranking.
This year, the contribution of the two Spanish airlines to the ranking grows by 24% compared to last year, ahead of countries such as Qatar, South Korea, France, Turkey and Malaysia.
West Jet, the strongest brand6
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In addition to calculating brand equity, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics that assess marketing spend, brand equity, and business performance.
In this parameter, the Canadian airline WestJet, whose brand value has increased by 23.5%, to 475 million euros, is the strongest airline brand in the world, with a AAA brand rating. It is followed by the Japanese company ANA, the American Southwest and the Australian Qantas.