Airlines

Delta Air Lines ranked ‘world’s most valuable airline brand’ six years running

Delta ranked 'world's most valuable airline brand' six years running
American, United, Emirates and Southwest airlines all retained their spots in the top 5 (Image credit: @angeldibilio/Adobe Stock)

Delta Air Lines has earned top spot as the “world’s most valuable airline brand” for the sixth consecutive year.

A newly-released report by Brand Finance, a London-based brand valuation consultancy, awarded Delta first place citing a ‘brand value’ increase of 21 per cent to US$10.8bn.

Savio D’Souza, senior director of Brand Finance, told ARGS: “Delta’s six-year reign as the world’s most valuable airline brand is fuelled by its improved performance across several brand strength metrics.

“According to Brand Finance data, Delta’s 21 per cent brand value growth to US$10.8 billion follows improved consumer perceptions of the brand’s reputation and familiarity, and the sector’s resurgence in the post-pandemic era which has led to an uptick in Delta’s service utilisation.

“Reaffirming Delta’s position as the world’s most valuable airline brand, its Brand Strength Index (BSI) ranking also improved significantly, up 10 ranks to 13th.

“While this underscores Delta’s strategic investment in its brand image, it also has leading customer satisfaction amongst the big three American carriers, fostering brand impact and driving incremental brand driven business value.”

Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market, according to the consultancy company.

As Delta celebrates first place for 2024, airlines American, United, Emirates and Southwest also retained their spots in second, third, fourth and fifth place, respectively.

American Airlines was also evaluated as having a 21 per cent brand value increase to $10.2bn.

Meanwhile, United saw its brand value rise to $8.7bn – up by 11 per cent from the previous year  – and Southwest to $5.4bn – a rise of 15 per cent.

Despite taking fourth place, Emirates saw the most growth in its brand value within the top 5 airlines percentage-wise, achieving a 30 per cent increase to $6.6bn.

D’Souza added: “The [airline] sector has shown tremendous resilience with brand values for the top 50 brands growing by 39 per cent since 2021, bouncing back to pre-pandemic levels.

“The outlook is expected to be challenging [due to] supply constraints and an uncertain macroeconomic outlook leading to sectoral growth in the low single digits.

“It is precisely in these conditions where companies who have optimised their investment in brand will tend to outperform the market.”

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