The Diplomat
Iberia is the airline with the greatest increase in brand value worldwide in 2022, with a growth of 37.6%, i.e. an increase of 211 million euros compared to 2021, according to the latest Brand Finance report, which analyses the 50 most valuable and strongest airline brands in the world.
The study highlights that the Spanish airline has achieved this growth by adapting quickly to the disruption of Covid-19. In addition, it is also creating a new strategic partnership with Cepsa with the aim of decarbonising air travel and offering sustainable fuel for air travel, reports Europa Press.
In the global ranking, Iberia is in 31st place, having climbed three positions this year, while Vueling, the other Spanish brand in the ranking, is in last place, increasing its value by 0.6% after its fall in 2021.
Moreover, 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.
Vueling, meanwhile, although already reporting upward results, has some way to go, as it still has a brand value 31.5% lower than what it had in 2020.
Brand Finance also analyses consumer perceptions of airline brands operating in each country. In Spain, Iberia is the highest rated, leading in the metrics of visibility, familiarity, consideration, while Vueling is outperformed by Air Europa in consideration and reputation.
In contrast to its IAG Group peers, low-cost brand Level, despite being the lowest-scoring firm in the sector in visibility and familiarity, has average scores in terms of consideration this year.
Volotea and Air Nostrum occupy positions four and five in familiarity, consideration and reputation among Spanish airlines and are in the middle tier of all airlines operating in Spain.
Delta Airlines maintains the top position as the world’s most valuable airline, valued at 6,318 million euros and with an increase of 27% compared to 2021. Two other US brands complete the top three, American Airlines (5.4 billion euros) and United Airlines (4.7 billion), respectively.
