Market cap

* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.

Performance of the brand

The Boeing Company (Boeing) is the world's largest aerospace company and leading manufacturer of commercial jetliners and defence, space and security systems. As one of the U.S.’s top exporters, it supports airlines and U.S. and allied government customers in 150 countries worldwide. Boeing products and tailored services include commercial and military aircraft, satellites, weapons, electronic and defence systems, launch systems, advanced information and communication systems, and performance-based logistics and training. With corporate offices in Chicago, Boeing employs more than 165,000 people across the United States and in 70 countries.

Boeing is organised into two business units: Boeing Commercial Airplanes and Boeing Defense, Space & Security. Supporting these units are Boeing Capital Corporation, a global provider of financing solutions; the Shared Services Group, which provides a broad range of services to Boeing worldwide; and Boeing Engineering, Operations & Technology, which helps develop, acquire, apply and protect innovative technologies and processes.

The group recorded revenues of $64,306 million during the financial year 2010 (FY2010), a decrease of 6% over FY2009. Yet, net income was $3,307 million in FY2010 - the second highest in Boeing’s history - compared to a net income of only $1,312 million in FY2009. Boeing Commercial Airplanes delivered a total of 462 airplanes in 2010 and new orders for 530 airplanes – more than double compared to the 2009’s total - were added due to the increased profitability of the entire airline industry. Boeing furthermore expects its 737 production rate to increase by 11% to 35 airplanes per month for 2012 and to 38 airplanes in the second quarter of 2013. In order to reduce the company’s own environmental footprint, Boeing has set clear revenue-adjusted targets for its U.S. operations between 2007 and 2012, aiming to reduce 25% each in greenhouse gas emissions, energy consumption, water intake, and hazardous waste generation. However, by the end of 2010, Boeing had already managed to reduce its CO2 emissions by 28%, energy consumption by 30%, water intake by 42%, and hazardous waste generation by an incredible 44% and is further collaborating with various organisations to drive environmental improvement throughout the industry and across the globe.

In the early 2000s, however, Boeing found itself entrapped in a tanker deal scandal, resulting in the firing of former chief financial officer Mike Sears and negative publicity across the media. CFO Sears pleaded guilty in 2004 to illegally hiring Air Force procurement official Darleen Druyun who helped negotiate a $23.5 billion deal for Boeing to supply 100 tanker aircraft to the Air Force. Yet, by firing both Druyun and Sears, Boeing emphasised it showed no tolerance to such criminal acts and therefore prevented the company from major public relations damage.

Spurred by Boeings flourishing business and its remarkable environmental contribution, the company saw its brand value increase to $9,213 million in 2011, compared to $7,058 million in 2010. At the same time, Boeing’s enterprise value grew by 26% to $54,226 million in 2011 and Boeing managed to maintain its AA brand rating. With its promising outlook regarding commercial airplane delivery and by continuously meeting its environmental targets, Boeing will be likely to manage to further increase both its brand and enterprise value in 2012.

League tables

Boeing appears in the following brand league tables:

Rank 97 in the Global 500 2012.
Rank 100 in the Global 500 2011.
Rank 100 in the Global 500 2011.
Rank 112 in the Global 500 2010.
Rank 113 in the Global 500 2009.
Rank 104 in the Global 500 2008.
Rank 108 in the Global 250 2007.