Airlines 50 2020

• Analysis of financial strength, brand strength and brand value suggest that 20 of the top 50 brands are vulnerable
• Airline survival or demise? Analysis of financial strength, brand strength and brand value suggest that 20 of the top 50 brands are vulnerable
• US airlines dominate top 3 with Delta holding on as world’s most valuable airline brand, despite 9% drop in brand value to US$9.2 billion
• Up 25%, Air Canada records greatest brand value growth in ranking, breaking into the top 10
• In contrast, Norwegian nosedives, with brand value down 42%

The COVID-19 crisis presents a dangerous threat to airlines, who stand to lose 20% of overall brand value and could struggle to cope with ever-decreasing demand in the face of global travel restrictions. This problem will not be easy to solve, particularly for an industry that has suffered during previous global challenges, taking over five years to return to profit after the 2001 terror attacks and 2008 financial crisis. It will no doubt be a long, hard journey back for the sector, and some airline brands may not survive the crisis, but the industry has always adapted to a changing landscape and this time will not be different.

Savio D'Souza, Valuation Director, Brand Finance