Aerospace & Defence 25 2024

The annual report on the most valuable and strongest aerospace & defence brands

Brand Finance Aerospace & Defence 25 2024

Airbus brand strength soars as Boeing hits brand turbulence in wake of 737 problems

  • Boeing's bumpy ride: brand value drops amidst 737 troubles
  • Airbus soars high: brand value skyrockets, eclipsing market challenges
  • SpaceX rockets into top ten: brand valued at $3.5 billion in debut ranking
  • Defending the future: Hanwha Aerospace's explosive brand surge
  • Dynamic duo: Rheinmetall and AviChina lead brand growth in A&D
  • Turbocharged growth: Bombardier's brand value surges 22%

Boeing's bumpy ride: brand value drops amidst 737 troubles

Boeing's brand value and reputation have recently been subject to intense scrutiny and challenge, especially in light of various troubles with new versions of its Boeing 737 aircraft family. These incidents have made a notable and negative impact on the brand's reputation metrics, causing Boeing's brand value to dip by 8% to USD16.2 billion. The direct fallout included a tangible dent in the company's share prices and raised the potential for future order cancellations from airlines, compounding both immediate financial and long-term reputational problems.

Despite these setbacks, Boeing's broader financial and market performance narratives generally tell a story of resilience and potential. The company reported an increase in revenue last year, propelled by a 25% surge in commercial aircraft deliveries, especially the 787 family. This growth, against the backdrop of challenges with the 737 models, underscores Boeing's capacity for recovery and its solid market demand, evidenced by a significant backlog valued at up to USD469 billion.

However, the Defence, Space & Security segment has encountered its own set of challenges, including cost escalations in the VC-25B program, hinting at broader systemic issues that Boeing faces in maintaining profitability and managing costs. Despite these obstacles, positive market sentiment is reflected in Deutsche Bank's upgrade of Boeing's stock to a 'buy' status, with an anticipated 25% price uptick, signalling confidence in Boeing's future trajectory.

Brand Finance research has found that Boeing's resilience in maintaining its brand strength, even with recent adversities, is noteworthy. The adjustments to the Brand Strength Index (BSI), despite the 737 Max crisis, demonstrate the company's enduring brand appeal. The mix of familiar product offerings, strong forecasted operating margins, and strategic management actions aim to sustain Boeing's competitive edge. While immediate challenges in reputation and financial performance are evident, Boeing's strategic positioning and long-term market outlook remain robust, highlighted by its substantial backlog and optimistic delivery forecasts.

Airbus soars high: brand value skyrockets, eclipsing market challenges

Airbus (brand value up 12% to USD16.1 billion) has demonstrated a remarkable resilience and adaptability in a period marked by ongoing global challenges. This year, Airbus has increased its brand value substantially, and further, retained its position as the strongest brand in the ranking with a Brand Strength Index of 83.73, up slightly from last year’s score of 81.84. This improvement means that Airbus has retained its brand strength rating of AAA-.

Brand Finance has found that the growth in the brand value of Airbus is underpinned by its strong increase in aircraft deliveries, driving increased revenue and a reflection of the standing of its products in the marketplace. Despite the persistent supply chain constraints that have tested the aviation industry, Airbus's performance underscores its operational excellence and the strong demand for its product portfolio.

The company's commercial backlog is another testament to its brand strength, with the figure standing at approximately 8,000 aircraft in late 2023. This backlog is expected to grow 

Airbus soars high: brand value skyrockets, eclipsing market challenges

Airbus (brand value up 12% to USD16.1 billion) has demonstrated a remarkable resilience and adaptability in a period marked by ongoing global challenges. This year, Airbus has increased its brand value substantially, and further, retained its position as the strongest brand in the ranking with a Brand Strength Index of 83.73, up slightly from last year’s score of 81.84. This improvement means that Airbus has retained its brand strength rating of AAA-.

Brand Finance has found that the growth in the brand value of Airbus is underpinned by its strong increase in aircraft deliveries, driving increased revenue and a reflection of the standing of its products in the marketplace. Despite the persistent supply chain constraints that have tested the aviation industry, Airbus's performance underscores its operational excellence and the strong demand for its product portfolio.

The company's commercial backlog is another testament to its brand strength, with the figure standing at approximately 8,000 aircraft in late 2023. This backlog is expected to grow 

with the addition of orders from major carriers like Eva Air and Lufthansa Group. While Airbus Helicopters saw a modest revenue increase of 3%, the Defence and Space segment faced a 6% decline, attributed to the A400M's backloaded delivery profile and revised estimates in satellite development programmes. Nonetheless, Airbus is actively restructuring its Defence and Space division to better align with market demands and future growth opportunities, highlighting its proactive and strategic approach to business management.

The Airbus brand's value is further enhanced by a favourable shift in finance availability to the brand. This change is due to strong recovery signals such as passenger traffic reaching over 90% of pre-pandemic levels and the broader industry's return to profitability. These factors collectively contribute to an optimistic outlook for Airbus, enhancing its brand value and market position.

Airbus has achieved significant improvement in brand strength, primarily driven by increased familiarity and a slight uptick in forecast operating margins. This solid performance in brand metrics reflects Airbus's market presence, operational reliability, and the strength of its reputation among stakeholders – especially when major competitor Boeing has been the subject of extremely unfavourable public commentary.

SpaceX Rockets into Top Ten: Brand Valued at $3.5 Billion in Debut Ranking

SpaceX, making its debut with a brand value of USD3.5 billion, stands as a testament to the burgeoning potential and financial prowess within the private space exploration sector. The company's revenue trajectory in 2023, reaching around USD9 billion, is set to continue its upward climb, with projections pointing towards further significant growth in 2024. This optimistic forecast is largely attributed to the expansion of Starlink, SpaceX's satellite internet venture. Starlink is expected to serve as a key demand foundation for the company's launch services as it becomes available in more regions globally, positioning it as a key revenue driver for the future.

The company's operational performance in 2023 has been impressive, reflected in strong operating margins that have, in turn, bolstered SpaceX's standing in the Brand Strength Index (BSI) through higher price premium scores. Brand Finance analysts have found this financial health signals SpaceX's robust market positioning and its ability to command a premium based on brand strength alone. Moreover, SpaceX's commitment to reinvestment in research and development (R&D) and capital expenditures underscores its forward-looking approach and dedication to innovation. Such investments are critical for maintaining its competitive edge and for fostering long-term growth, particularly in cutting-edge projects like the Starship, which represents a significant portion of the company's R&D spend.

Brand Finance experts made judicious adjustments to the Familiarity and Consideration metrics within the BSI for SpaceX, drawing on qualitative assessments similar to those conducted for the Inmarsat brand in 2021. These adjustments reflect SpaceX's escalating prominence and the growing public and commercial interest in its projects and services. Furthermore, the company's considerable order backlog, an indicator of high demand for its launch services and satellite capabilities, has also been revised to reflect its heightened growth potential.

SpaceX's entry into the realm of highly valued aerospace and defence brands with a valuation of USD3.5 billion is reflective of its revolutionary impact on space exploration and satellite communication. With Starlink poised to become a pivotal revenue stream and the company's strategic investments in R&D, SpaceX is well-positioned for sustained growth. The brand's strength, buoyed by solid operating margins and a promising order backlog, sets a positive outlook for its future. As SpaceX continues to push the boundaries of space technology and exploration, its brand value is likely to grow further, underpinned by innovative breakthroughs and expanding global reach.

Defending the future: Hanwha Aerospace's explosive brand surge

Hanwha Aerospace (brand value up 33% to USD927 million), part of South Korea's Hanwha Group, achieved strong growth in both sales and profit this year and is one of the fastest-growing brands in this ranking. The company's surge in exports, particularly in the weapons sector, underscored its sales and profit growth, with aerospace division sales also experiencing healthy revenue increases.

The brand's strength index (BSI) has subsided marginally this year, from 72.73 to 72.07. However, the brand’s discount rate saw a significant rise due to an increase in the cost of equity, reflecting the heightened perceived risks within the defence sector. These risks are attributed to the rapid advancements in technology, including artificial intelligence, automation, and the evolving nature of cyber and space capabilities, as well as geopolitical and economic shifts that are likely to necessitate a re-evaluation of defence strategies and force structures.

Analysts have responded positively to Hanwha Aerospace's strategic maneuvers and robust financials. Recent contracts, including a second-phase agreement for K9 self-propelled howitzers in Poland and a significant contract for the Land 400 project in Australia, have bolstered the company's defence order backlog, estimated to reach around 26 trillion won by the end of 2023. This strategic positioning and financial acumen reflect Hanwha Aerospace's resilience and adaptability, ensuring its brand value remains strong amidst the dynamic challenges of the global defence industry.

Dynamic duo: Rheinmetall and AviChina lead brand growth in A&D

Elsewhere, two other fast-growing brands in the Aerospace & Defence sector are Rheinmetall AG and AviChina Industry & Technology. These two brands represent two distinct but thriving sectors within the broader aerospace and defence landscape, with Brand Finance research finding fast brand value growth through strategic operations and market responsiveness.

Rheinmetall AG has exhibited strong brand value growth, largely due to significant sales growth and an enhanced income profile, particularly within its military business segments. This growth trajectory is largely attributed to the dynamic market conditions and escalating demand among Germany's armed forces and its EU and NATO partners. Brand Finance analysts found a significant increase in sales and commensurate improvement in operating results reflects its strong brand position. The ongoing conflict in Ukraine has further poised Rheinmetall for immediate and long-term revenue boosts, driven by the heightened demand for military vehicles, ammunition, and maintenance services. Strategic acquisitions, such as the takeover of Expal Systems S.A.U., underscore Rheinmetall’s commitment to expanding its footprint and enhancing its capabilities as a leading supplier to NATO forces. This strategic positioning is expected to substantially increase production and sales in the coming years, highlighting the brand's strong value proposition in the defense sector.

In China, AviChina Industry & Technology has demonstrated significant growth in the civil aviation sector, with a notable increase in attributable profit and total operating income in the first half of 2023. The resurgence in air travel demand post-pandemic has been a key driver of this growth, stimulating the need for new aircraft, aftermarket parts, and services. AviChina, benefiting from this resurgence, has seen its revenues and brand strength index (BSI) surge, reflecting increased market familiarity and reputation, particularly within the Chinese market. The company's strategic focus on the civil aviation sector, combined with a favourable decrease in the discount rate due to lower equity risk premiums, positions AviChina as a key player with a solid brand value in the aerospace and defence industry.

Both companies’ narratives underscore the importance of strategic market positioning, operational excellence, and the ability to adapt to evolving market dynamics. Rheinmetall’s focus on defence technology and armament production, alongside AviChina’s emphasis on civil aviation growth, exemplifies two different pathways to enhancing brand value within the A&D sector. These strategies not only reflect their respective market strengths but also their potential for sustained growth and brand value enhancement in a competitive global landscape.

Turbocharged growth: Bombardier's brand value surges 22%

Bombardier's brand value growth underscores a remarkable phase of growth for the Canadian aerospace giant. The company's strategic pivot to concentrate exclusively on the private and business jet market has yielded significant dividends, as evidenced by a substantial increase in revenues. This growth trajectory is a testament to Bombardier's adeptness at navigating the challenges posed by supply chain disruptions and workforce constraints that continue to affect the aerospace industry at large.

Brand Finance research has found that the brand's success in this period can be attributed to an uptick in aircraft deliveries and the robust performance of its aftermarket service segment, which generated big revenue increases. Furthermore, the increased production has contributed to a big increase in operating profitability, illustrating the brand’s strong financial health and the successful execution of its strategic initiatives.

Bombardier's optimistic outlook is further buoyed by the recovery trajectory of the industry and economic environments post-pandemic, with private jet sales witnessing a notable increase in key markets such as the United States and Europe. Brand Finance analysts believe that this resurgence, coupled with a healthy backlog and sustained global aircraft activity, positions Bombardier favourably for continued revenue stabilisation and growth in the foreseeable future.

The improvement in Bombardier's Brand Strength Index (BSI), particularly in the brand performance and brand equity pillars, is reflective of the company's enhanced market reputation and operational margins. Brand Finance research found increased familiarity, reputation, and employee satisfaction scores underpin the brand equity pillar's growth, while improved forecast operating margin scores boost the brand performance pillar. However, the rise in the discount rate, attributed to increased costs of equity and debt, alongside a notable increase in the long-term growth rate, signals a cautiously optimistic financial outlook that balances growth prospects with underlying market risks.