Brand Audit for Emirates

[pic 1]

Brand Audit for Emirates

By Team Pineapple Pilots

[pic 2]

Members:

Table of Content

Table of Content        

Table of Figures        

1.        Brand Inventory        

1.1.        History and Facts about Emirates        

1.2.        Target Market        

1.3.        Brand Identity Inventory        

1.4.        Brand Marketing Inventory        

1.5.        Competition        

1.6.        Brand Performance        

2.        Brand Meaning Audit        

2.1.        Web research        

2.2.        Qualitative Research        

2.3.        Quantitative Research??        

2.4.        Brand Positioning Statement        

3.        Challenges and Recommendations        

4.        Appendix        

5.        References        

Table of Figures

Figure 1: facebook likes 11.05.2014        

Figure 2: location of visiors        

Figure 3: tripadvisor        

Figure 4: visitors        

Figure 5: links        

Figure 6: search engines        

Figure 7: sites linking in        

Figure 8: related sites        

Figure 9: other websites        

Figure 10: Marketing grader        

Figure 11: SEO        

Figure 12: Lead Generation        

Figure 13: Mobile        

Figure 14: Social Media        

Figure 15: Sponsors World Cup        

Figure 16: average time        

1. Brand Inventory

1. History and Facts about Emirates

The airline was founded in May 1985 by the government of the emirate Dubai. In the same year, Emirates was starting air traffic with flights to Mumbai, Karachi and New Delhi. In 1987, the flight routes have been expanded to Europe and in 1990 the first flight to Asia took place. During the nineties Emirates was one of the fastest growing airlines worldwide and in 1993 the company was already able to show a profit of US$ 500 million. In the following years Emirates was growing enormously. Its rise is closely connected to the ambitious commercial capital Dubai.

In the financial year 2013/2014 Emirates was carrying 44.5 million passengers and 2.25 million tons of cargo to over 140 destinations in over 80 countries (Emirates2, 2014, p. 147). Emirates operates a fleet of 225 airplanes and has outstanding orders for over 300 airplanes with a total value of approximately US$ 138 billion (as of June 2014). Moreover, Emirates has the biggest fleet of both the Airbus A380 (90) and Boeing 777 (127) (Emirates, 2015). The latest annual report displays an average employee strength of 41,471 in the financial year 2013/2014 (Emirates2, 2014, p. 147).

Since 1987 Emirates has partnerships with well-known football clubs, Formula 1, rugby, tennis or horse racing. In addition, the company has been committed to sponsorship in arts and culture (Emirates, 2015). In the previous financial year, Sales and marketing expenses accounted for 3.5% of the operating expenses (Emirates2, 2014, p. 62).

Emirates was voted “the world’s ‘Most Valuable Airline Brand‘ for the third consecutive year in the Brand Finance Global 500 Report for 2014, with an estimated brand value of US$ 5.5 billion“ (Emirates2, 2014, p. 19). Furthermore, the airline was elected “World’s Best Airline 2013“ and their inflight entertainment was awarded the “World’s Best Inflight Entertainment“ for the ninth consecutive year.