In this post, I’d like to share a list of my favorite airline brands in the world. I think this is a fun topic, and I’m curious to hear how my preferences compare to those of fellow aviation geeks.
In this post:
What makes a great airline brand?
Perception of brands (and brand loyalty overall) is highly subjective, and some might even argue irrational.
In separate posts I’ve ranked the world’s best first class products, the world’s best first class lounges, the world’s best business class products, the world’s best business class lounges, etc. My ranking of airline brands is a bit different (by design), as it’s more about the intangible things that we love about airlines overall.
Let me be clear — I’m not suggesting that these are the world’s best airlines, but rather that these are the airline brands that get me most excited. This can be for a variety of reasons, including:
- Because they offer a great passenger experience, including a good hard product, excellent service, etc.
- Because they are based in cool places, and connect awesome parts of the world
- Because they do a great job with their marketing and overall brand presence
- Because they’re super global, and whenever I fly with them I feel a sense of excitement and wanderlust
- Because they are airlines I have special memories on, either because of the onboard experience, or because of where I traveled on them
As you can see, I’m truly all over the place here with regards to how an airline can land on my list. You can expect that if someone asked me what my favorite airline in the world is, it would probably be an airline on the list.
My 10 favorite airline brands in the world
With the above out of the way, let’s get into the rankings. I apologize in advance for the lack of geographic diversity, as most airlines are based in Asia. Perhaps I should make a separate list with my favorite airline brand from each continent. Below are my favorite airline brands in the world, in no particular order.
Qatar Airways
Qatar Airways is an incredibly elegant and sophisticated airline. Qatar Airways revolutionized business class with its Qsuites, and there’s not another airline that offers such an impressive business class experience. From the amazing seats, to the great entertainment, to the phenomenal catering and dining, Qatar Airways puts most other airlines to shame.
Doha’s Hamad International Airport is also one of my favorite airports in the world, and Qatar Airways’ premium lounges there are phenomenal, from the Al Safwa First Lounge, to the Al Mourjan Garden Business Lounge.
I am also a sucker for Qatar Airways’ marketing. Don’t ask me how much time I spend listening to Qatar Airways’ boarding music while not on a plane, because it’s a lot. It’s probably my favorite boarding music in the world.
Singapore Airlines
I’d say Singapore Airlines is one of the two most instantly recognizable airlines in the world, along with Emirates. Singapore Airlines has been considered to be one of the best airlines in the world for many decades, and the airline has done a remarkable job maintaining its position.
The Singapore Airlines inflight experience is industry-leading in all cabins, and on top of that, Singapore Changi is arguably the best airport in the world. Most of all, I’d say Singapore Airlines staff are the most consistently professional of just about any airline out there. Whether you’re flying in long haul first class or short haul business class, Singapore Airlines nails it.
Emirates Airline
Truth be told, Emirates is style over substance to some extent. The airline gets quite a halo effect from its first class and A380s, while the airline has a subpar business class product on many of its 777s, which are the backbone of the fleet (not to mention that economy isn’t particularly spacious either).
Still, Emirates is pretty darn cool. The airline has changed global aviation, and has put the Middle East on the map as a global transit hub. There’s also not an airline in the world that’s as instantly recognizable to people as Emirates, no matter where you are.
Oh, and while there may be some style over substance, the A380 onboard shower, minibars, and onboard bar, are still mighty cool, if you ask me. 😉 Emirates knows how to create a halo effect!
Cathay Pacific
I love Cathay Pacific both because of the airline as such, and because of my love for Hong Kong. Hong Kong is the first city in Asia I ever visited, and to this day it’s one of my favorite cities in the world. Every time I fly Cathay Pacific, I know I’m at least connecting in Hong Kong, and that gets me excited in a way I can’t put into words. It’s the airport I get most excited to transit to, simply because I know I’m in Hong Kong.
And then there’s the Cathay Pacific experience as such — Cathay Pacific has a phenomenal first class, a great new business class, generally excellent service, and amazing lounges at Hong Kong International Airport, which is also an awesome transit hub.
Air France
I love Air France — part of it is emotional, and part of it is rational, I think. For one, there’s no denying that the French excel at food, wine, fashion, and confidence, so there’s some halo effect that Air France benefits from there. I love Air France’s marketing, and even the safety video (especially the previous one) is oh-so-fun. Why should you not smoke on a plane? Well, because it’s not chic, of course!
But even beyond that, Air France has a lot going for it, and the airline gets better by the day. If you visit the Air France Lounge Toronto or fly an Air France A321, you probably won’t be impressed. But Air France has the world’s best first class lounge, one of the world’s best inflight first class product, and the airline keeps improving.
Air France has a top notch new business class with doors, the airline has been aggressively refreshing many of its lounges, Air France is refreshing its short haul fleet with A220s, and also recently introduced a new first class. If you ask me, Air France is the European (or perhaps Western) carrier that’s most headed in the right direction in terms of passenger experience.
Turkish Airlines
If you ask me, Turkish Airlines strikes such a special balance:
- Turkish Airlines is the most global airline in the world, flying to more countries than any other airline
- Istanbul is an amazing, dynamic global hub; I’d even argue it’s kind of the center of the world
- Turkish Airlines has among the world’s best business class catering
- In general I find Turkish people to be among the most genuinely hospitable and competent in the world, and I love how much that’s integrated into the Turkish Airlines experience; many other global airlines “import” staff from other parts of the world, but when you fly Turkish Airlines you really feel like you’re in Turkey
There’s just this special feeling I get when flying Turkish Airlines, knowing that in one stop I could fly just about anywhere in the world, from Bishkek to Ulaanbaatar (yes, the airline even used to operate a fifth freedom route between those two cities).
EVA Air
Taiwan is an absolute powerhouse when it comes to airlines. Despite the island’s small size, there are three world class airlines based there — China Airlines, EVA Air, and Starlux Airlines. As much as I love Starlux Airlines, EVA Air deserves credit for how long it has been offering an amazing experience.
EVA Air’s business class is among my favorite in the world, with incredible service, food, drinks, and amenities. The soft product almost feels more like what you’d expect in first class than business class. I love EVA Air as a brand in spite of finding much of the carrier’s design elements to be quite hideous, like the very green cabins, and the bizarrely designed lounges in Taipei.
Japan Airlines
I went back and forth about whether to include ANA or JAL on this list, as it really could have been either. The reality is that a Japanese airline has to be on the list simply because Japan is a one-of-a-kind place. There’s nothing like Japanese culture, and that’s reflected so well in both of Japan’s global airlines.
While both airlines have phenomenal products, I have to say that I think JAL has taken the edge in recent times. The airline has an amazing new first class and business class on its Airbus A350-1000s, the domestic Airbus A350-900s are beautiful, and JAL also has some excellent lounges.
Virgin Atlantic
Virgin Atlantic isn’t the biggest or most profitable airline in the world, but there’s no denying that the Virgin brand is very strong. From the distinctive red uniforms, to the cheeky marketing, to the solid passenger experience (including the Virgin Atlantic Clubhouse and Upper Class), I always enjoy my flights with Virgin Atlantic.
I also find that Virgin Atlantic has some of the most consistently friendly employees of any European airline. I don’t think I’ve ever had a bad service experience at the airline, as it’s a company people seem to be proud to work for.
Delta Air Lines*
In the interest of being balanced, I should of course include Delta on this list, even if the airline doesn’t really “do it” for me. Like, I don’t love the carrier’s branding or feel some affinity toward the company, but I recognize the airline has done an amazing job in that regard (hence the asterisk in the heading).
There’s no denying that Delta has built an unbelievable brand, and that has contributed to it being the most profitable airline in the United States. Delta has a cult-like following, and basically considers itself to be a lifestyle brand, down to selling merch, in collaboration with some designers.
Delta is really, really good at branding. The way I see it, Delta is marginally better than the competition, but the airline manages to convince people that it’s way, way better than the competition. The airline does this both by telling people how great it is, and also by investing selectively in things that create a “wow” factor, from its Delta One Lounges, to its Missoni partnership.
Bottom line
Any sort of airline ranking is inherently subjective, since we’re all looking for different things. That’s even more true when we’re talking about perception of airline brands, which involves some intangible elements. As you can hopefully see, airlines made my list for a variety of reasons.
I do think the above are some really well rounded airlines, though I’m not suggesting you should necessarily think they’re the best in the world. Some airlines made my list because of the experience they offer, some made my list because of where they’re based, and some made my list because of special experiences I’ve had on the airline.
I’m curious to hear from OMAAT readers — what are your favorite airline brands?
Delta gets its brand loyalty primarily from its credit card partnership. Therefore the most valuable airline (industry) brand in USA is AMEX. Hands down.
Branding smanding not, is it not how the airline behaves, how it services its customers, how it does not cheat its customers, when there are legitimate problems they handle it properly, and how good it treats its customers versus others.
These days we no longer have a favorite airline. We have many flights over years. It seems just a matter of a good crew, from the ground up to the onboard.
My 10 favorite...
Branding smanding not, is it not how the airline behaves, how it services its customers, how it does not cheat its customers, when there are legitimate problems they handle it properly, and how good it treats its customers versus others.
These days we no longer have a favorite airline. We have many flights over years. It seems just a matter of a good crew, from the ground up to the onboard.
My 10 favorite airline brands in the world
Qatar Airways - don't fly to the middle east
Singapore Airlines - likes to give seats without a window without telling you when booking
Emirates Airline - don't fly to the middle east
Cathay Pacific - was No.1 when I flew it 6 times a year Hong Kong to New York, and 2 flights to Italy. Lufthansa and United lost me.
Air France - never
Turkish Airlines - ok but rough treatment on board
EVA Air - one from Taiwan to Vietnam, it was actually fun
Japan Airlines - usually too much more expensive than others, so not
Virgin Atlantic - one time and last London to Japan
Delta Air Lines* - Ouch. United - ouch. American - ouch.
Liked Continental before the merger.
Regarding the best brands, Delta is simply not in the same league as the other airlines mentioned in the article.
They aren't. But It's about branding. And I'm happy to say Delta has a branding they don't deserve. It just requires a basic level of airline knowledge to know how awful Delta is to be loyal to but they constantly pull people in to an awful loyalty program with awful partners and subpar international product
On seats. On wifi. you name it.
but they do have a brand that people believe in despite...
They aren't. But It's about branding. And I'm happy to say Delta has a branding they don't deserve. It just requires a basic level of airline knowledge to know how awful Delta is to be loyal to but they constantly pull people in to an awful loyalty program with awful partners and subpar international product
On seats. On wifi. you name it.
but they do have a brand that people believe in despite their awful product.
Hell, Delta STILL doesn't have high speed wifi on their mainline fleet yet their fan club seems to think gogo is a think of the past. The 717 says -- yep. it's not.
Delta has free high speed WiFi on more aircraft in more of the world worldwide than any other worldwide but you can't accept that, Max, so you nitpick on the 5% that doesn't have it.
so, very mini of you.
you have never amounted to much in life so it makes perfect sense that you play the resistance role in to Delta which has achieved more as a company than you will ever hope to achieve.
Delta has no wifi whatsoever on their entire TPAC network. Purposefully puts mainline planes into service with zero wifi and, apparently, can't figure out the 717 wifi issues.
" you have never amounted to much in life"
lol. Thanks for the laugh, loser. You were out late
that is factually incorrect, Max.
DL does have paid WiFi on some of its A350s which is its almost exclusive aircraft over the Pacific. I have used it.
DL's coverage maps are based on free high speed WiFi which has not been rolled out to most of Asia.
But, as is typical for you, you lie and manipulate about the 10% because you are incapable of admitting the 90%.
The loser is you, Max....
that is factually incorrect, Max.
DL does have paid WiFi on some of its A350s which is its almost exclusive aircraft over the Pacific. I have used it.
DL's coverage maps are based on free high speed WiFi which has not been rolled out to most of Asia.
But, as is typical for you, you lie and manipulate about the 10% because you are incapable of admitting the 90%.
The loser is you, Max. Doesn't matter what hour of the day or not.
as for the 717s, DL has successfully operated Hughes WiFi on a 717 prototype but there are discussions with Boeing about potentially accelerating retirement of the fleet with a larger 737 order.
Hi Max, greetings from ‘the shires’ on a very cool 15°C, wet Sunday. One expects that Tim, might well be posting from warmer clim’s sometime soon.
You have a nice day now and keep on speculating …. :-)
it's factually correct. The international wifi map is based off their current coverage, not free internet.
Enjoy your day. You're always good for a laugh. God knows why you're so obsessed with me but given your posts at 1am, you were probably drunk, as usual.
Someone that is wetted to a conspiracy theory that the same person is using a VPN to create identities on two sides of the Atlantic so they can post under two different usernames is certainly not capable of understanding that Delta does not market having Wi-Fi over the Pacific because not all planes Are equipped for it. They will turn on free Wi-Fi when enough planes are equipped, but that has not happened. The planes...
Someone that is wetted to a conspiracy theory that the same person is using a VPN to create identities on two sides of the Atlantic so they can post under two different usernames is certainly not capable of understanding that Delta does not market having Wi-Fi over the Pacific because not all planes Are equipped for it. They will turn on free Wi-Fi when enough planes are equipped, but that has not happened. The planes that are equipped do have paid Wi-Fi available.
Once again, you argue about things you don’t know when in fact, it is easily verifiable that Delta has over 900 mainline aircraft that do have free high-speed Wi-Fi to every other continent except Asia
Weird how you and Aero were both posting at the same time responding to people....
GoGo is high speed compared to the Pony Express.
I can't believe USAirways did not make the list. Incredible advertising, brand and loyal following.
NOT.
Filet Mignon on china and classic Bordeaux at 35,000 in the Queen in upper deck economy class? How could that possibly be topped? Wardair in the 70's and 80's! CP Air business came close.
Back when you could use Alaska points on Cathay it came very close - especially the lounges in HK - but it was still Business or First pricing.
Emirates in First is a good ride and NYC, MXN, DXB lounges are...
Filet Mignon on china and classic Bordeaux at 35,000 in the Queen in upper deck economy class? How could that possibly be topped? Wardair in the 70's and 80's! CP Air business came close.
Back when you could use Alaska points on Cathay it came very close - especially the lounges in HK - but it was still Business or First pricing.
Emirates in First is a good ride and NYC, MXN, DXB lounges are excellent. But 16 hours in Y DXB-DFW is brutal.
Qatar is ok with weird food and Jump the Stump Shiraz. Customer service? They STILL haven't refunded the denied boarding SCREWUP FARE.
I was nodding my head in agreement. Until I saw Delta.
Clearly Ben has a sardonic sense of humour. Because no credible list could possibly contain Delta, or any other U.S. carrier for that matter.
I don't understand the concept behind this article. Shouldn't the best airline brands belong to the best airlines? What is the distinction between the two concepts?
And why is Delta on a list of the top airline brands when you write that you don't love their branding? I mean, some people love Delta and its branding, but why would someone who doesn't love it put it on the world's top 10 airline brands?
It does defy explanation, doesn't it?
@Timmy
You are the one who defies explanation.
You're living proof that brands can brainwash people just like other propagandas.
…. and you Eskimo, are proof that trolls proliferate on this website.
Tim, is living in your brain cell, just as I live in the one belonging to the troll plain Jane …. :-)
Ben must luv you and your kind for increasing his website clicks.
Good list, except Turkish, eww. I’d add South Africa’s Airlink. 10/10.
1990, Airlink …. seriously? Bad joke, old bean.
Turkish will blow Airlink out of the water on any day of the week don’t you know!
Unfortunately Qatar has changed their boarding music, and the new one lacks the gravitas and charm of the old one
For real? Is it still by Dana Al Fardan? Ben, nice posts in the past about eclectic topics such as this.
Amusing that you throw in a token US airline. You clearly know the whole lot are no-shows on the global stage. Move East young man !!!
I don’t get the love affair with Air France at all. We’ve flown AF business class several times. The crew does what they need to but always conveying the sense that they would much rather be doing something else that doesn’t involve service. Contrast that with their partner KLM, whose crews are truly friendly and helpful. It’s night and day. Going to the hard product, AF cabins have all the warmth and charm of the...
I don’t get the love affair with Air France at all. We’ve flown AF business class several times. The crew does what they need to but always conveying the sense that they would much rather be doing something else that doesn’t involve service. Contrast that with their partner KLM, whose crews are truly friendly and helpful. It’s night and day. Going to the hard product, AF cabins have all the warmth and charm of the inside of my refrigerator. Now, maybe if money is no object and you’re in First you have a different experience but it’s not as though business class fare is cheap.
Japan
Cathay
TAP
La Compagnie ( I know it's niche but I love it)
Virgin Atlantic (even premium econ is great)
If forced to choose best US experience it used to be Jetblue Mint...at the moment I would choose Alaska. I would love if Jetblue makes a comeback but they are sucking it right now.
Mint is Shint. Overhyped domestic First designed to appeal to Noo Yawk Yankers and Massholes.
No such list can be given credibility by including any North American carrier, delta included. What a joke!
To the person who commented about Cathay being more international than the Taiwan trio which is more Chinese (I'm paraphrasing) is because of HKG's history; being administered by a western nation till 1997 and CX was prominent throughout that period.
Crosscourt, yes, Ben was joking when he threw Delta into the mix. The inclusion of Delta was intended to be provocative. To entice the brainwashed from North America to bicker amongst themselves thus adding website clicks.
It worked …. :-)
Tim might be the single worst advocate for the Delta brand - his obnoxious posts make me root for them to struggle, which sucks because I truly enjoy their product and the competition they bring to my hub airports. Would love to see this list include historical products too (PanAm 747, old school BA Concorde, United Battleship Grey 747-400) in a future list of iconic airline branding.
you are delusional if you think that social media matters for anything.
what you and a whole lot of people can't understand is that brands are either a personal preference or they have quantitative value.
If they are the former, who honestly cares what anyone thinks? We all have opinions.
If it is the latter, Delta's brand is well-documented as the most valuable in the airline industry.
I didn't have anything to do with building...
you are delusional if you think that social media matters for anything.
what you and a whole lot of people can't understand is that brands are either a personal preference or they have quantitative value.
If they are the former, who honestly cares what anyone thinks? We all have opinions.
If it is the latter, Delta's brand is well-documented as the most valuable in the airline industry.
I didn't have anything to do with building that brand and I certainly don't have anything to do with destroying it.
If you think the world revolves around social media, including OMAAT, I suggest you get out and enjoy real life.
Ho
Lee
Fuk
and Bang Ding Ow.
notable that you suggest the most valuable post of the day.
Seriously, take a deep breath. Off the internet.
"I suggest you get out and enjoy real life."
great words to use for yourself, Tim.
what a loser and the complete lack of self awareness to say that to others.
I'm enjoying multiview of four college football games while grilling salmon and roasting potatoes after a full day but thanks for the concern.
It's touching coming from you, mini
Let's move this more polite
Are you doing the cedar plank thing? What are you seasoning the salmon with? What's your wine pairing?
an Asian style marinade.
it was delicious.
Yet here you are replying (so soon after me... does your wife know how much you reply to other men?). Let's keep in mind your own advice, Timmy
"I suggest you get out and enjoy real life."
Your real life seems to be cooking while keeping your comment section open, Tim. Get a life, loser.
I have 4 that are my favorite.
Air New Zealand
Qantas
Fiji Airways
Singapore Airlines
I'm shocked Air India isn't on your list - I'm certain you'll update this post to include them after your upcoming flight (after cleaning off the peepee and bedbugs, of course)
Over the past two years I have experienced six of Ben’s chosen airlines and can fully understand his liking for them.
I have no experience of Delta, nor wish to have, therefore, I have no further comment to make.
Likewise, the prospect of me now flying JAL is unlikely.
That only leaves Air France. My last AF flight was last century and comprised of a most underwhelming Concorde flight. Early next year...
Over the past two years I have experienced six of Ben’s chosen airlines and can fully understand his liking for them.
I have no experience of Delta, nor wish to have, therefore, I have no further comment to make.
Likewise, the prospect of me now flying JAL is unlikely.
That only leaves Air France. My last AF flight was last century and comprised of a most underwhelming Concorde flight. Early next year however we are booked upon an AF flight to SIN. One is ever hopeful that the New La Premiere suite proves to be as fantastic as it looks.
I smile as I imagine that the website pedants are counting upon their fingers and concluded that six plus three only add up to nine.
Being pedantic, I deliberately omitted VS. The Virgin Group airlines, VS, VA, OSW and the now defunct VK, have over the years left me with mixed feelings of the brand. Today, I would probably not consider VS, but I wouldn’t discount it completely if the destination, schedule and cost worked out satisfactorily.
I smile once again as I consider BA to be equally as worthy of inclusion upon Ben’s list as EVA, VS and most definitely DL.
Bangkok airways, USM Airport .. like a resort, the airlines brand is Samui. Yes there fairs are higher than the competition, but look at what u get.
Full meal service on a 45 minute flight!
Aah Bangkock Burgers on the way to Hua Hin. Short Skybus seating. Memories!
I wonder what kinky words you use so much that your auto correct spelled Bangkock or changing Airways into Burger on the way?
Hi Ben,
Interesting comments on why Delta is on the list. You’re right in that they’ve done a great job convincing people that they’re way, way, above the competition. But it’s just like Southwest doing a very job job convincing the traveling public that they’re the low fare leader. In reality, Delta isn’t really way, way above the competition, and Southwest is nowhere’s near being the low fare carrier. The truth is both are not...
Hi Ben,
Interesting comments on why Delta is on the list. You’re right in that they’ve done a great job convincing people that they’re way, way, above the competition. But it’s just like Southwest doing a very job job convincing the traveling public that they’re the low fare leader. In reality, Delta isn’t really way, way above the competition, and Southwest is nowhere’s near being the low fare carrier. The truth is both are not really all that great vis-à-vis another else.
again, if it is opinion, then everyone gets one and it is no surprise if 1000 people have 10,000 ways they would rank ten airlines.
There really is a meaningful metric that measures brand value - and DL unquestionably is at the top of the list and every airline CEO in the world that wants to talk about the value of brand knows that.
I'm really not sure what the point of having a discussion about anyone's opinion.
@Tim Dunn you are right that brand value scores are the yardstick, if they are asking the right questions. I just finished a project where the #1 health system in a market for brand of a certain service didn’t even offer that service. Garage In, Garbage Out.
As for Delta, their brand is in trouble with people who KNOW premium. For example, just flew FLL-JFK-BCN and then LIS-JFK-FLL. While the pursars on my TATL...
@Tim Dunn you are right that brand value scores are the yardstick, if they are asking the right questions. I just finished a project where the #1 health system in a market for brand of a certain service didn’t even offer that service. Garage In, Garbage Out.
As for Delta, their brand is in trouble with people who KNOW premium. For example, just flew FLL-JFK-BCN and then LIS-JFK-FLL. While the pursars on my TATL flights were great, their colleagues were marginal. The meals across the pond were the exact same in each direction out of different cities. That is most certainly not premium and worthy of a top-10 designation…in my opinion.
You put the hideous, repulsive Delta on the list. That immediately invalidates it.
no, it just means that another homeless person sleeping at ORD has connected to the internet
Really Tim? Was your comment really that necessary?
I would have had no reason to say what I said if the person above didn't make the comment they did.
And as much as they want to tell you otherwise, the username has never made sense.
If they are flying a reputable airline, they spend time on their planes, not at the airport.
Then let me put it in a way that someone like you who rides the short bus can understand: Delta is disgusting and evil. You are disgusting and evil. A good portion of my hatred for Delta can be traced directly to you. I therefore love taking a shot at Delta when I can because it hurts you, Timbits. And, no, you don't live rent-free in my head. I'm just a sadist who sees opportunity.
@ULD
you expect civility from ORD or Tim? They're the same person, different obsessions.
No, Timbits, I have a home (less than a half hour from ORD) and I have a six-figure income. As for the homeless, they've done a good job clearing them out of the tunnel over the past couple of years. The saddest part about Atlanta is that Sherman didn't finish the job properly.
Most of these airlines also thankfully have the common sense not to fly to the evil genocidal entity of “Israel”
Kinda off point
Drop them off in Gaza where the real genocide murderers live.
Here, it’s important to distinguish between the product and service offered by an airline, and the cohesive brand identity that it projects. Asian airlines like JAL and EVA excel in the former, but perform very poorly in the latter, and vice-versa for Western airlines like Lufthansa, United and Delta. That said, it’s perfectly possible for an airline to excel in both: Air France, EK/EY/QR, CX/SQ, etc.
Rule of thumb: if an Asian airline has a...
Here, it’s important to distinguish between the product and service offered by an airline, and the cohesive brand identity that it projects. Asian airlines like JAL and EVA excel in the former, but perform very poorly in the latter, and vice-versa for Western airlines like Lufthansa, United and Delta. That said, it’s perfectly possible for an airline to excel in both: Air France, EK/EY/QR, CX/SQ, etc.
Rule of thumb: if an Asian airline has a bad IFE selection, it doesn’t invest a whole lot into its branding elements, no matter how great its service may be otherwise.
In general, Northeast Asian airlines — except the stellar Cathay Pacific, one of the best brand identities I’ve seen (thanks to HK’s British influence) — have brands ranging from mediocre (like ANA) to outright horrible (like Mainland Chinese airlines). I must say that EVA Air, in spite of its outstanding product improvements over the last decade, is one of the very worst major global airlines when it comes to branding and corporate identity. The same goes for most Chinese-speaking airlines, and Starlux is only marginally better.
That said, Korean Air has improved its brand by leaps and bounds since the major rebrand in March 2025, and is now on CX’s level. I’m excited to see how KE’s brand evolves in the years to come.
I have nothing against KE, but to say their brand is better than JAL? I think even the most ardent United supporters would agree that ANA has a branding issue in North America.
But I'm not sure what planet or reality you're living in if you think KE's brand is in this premium place alongside CX, especially comparing JL and KE. JAL is easier the more premium and well-thought of brand between the two....
I have nothing against KE, but to say their brand is better than JAL? I think even the most ardent United supporters would agree that ANA has a branding issue in North America.
But I'm not sure what planet or reality you're living in if you think KE's brand is in this premium place alongside CX, especially comparing JL and KE. JAL is easier the more premium and well-thought of brand between the two. It wasn't that long ago the KE owner's daughter was yelling at flight attendants over her nut tray presentation.
What I mean is that KE’s branding elements like its website, physical signage and advertising now show a cohesive and uniform identity — the same way that CX flawlessly does — which I can’t really say is the case for NH or JL, much less BR or JX. Honestly, KE was really very poor in terms of its brand identity (and, for me at least, outdated livery) until the big rebrand in March. Have a...
What I mean is that KE’s branding elements like its website, physical signage and advertising now show a cohesive and uniform identity — the same way that CX flawlessly does — which I can’t really say is the case for NH or JL, much less BR or JX. Honestly, KE was really very poor in terms of its brand identity (and, for me at least, outdated livery) until the big rebrand in March. Have a look at this brand website to see what I mean. https://new.koreanair.com/
That said, there is no doubt at all that the two Japanese airlines (plus CX and the TW3) have a far better reputation, product and service than KE or OZ at the moment. Not to mention, KE’s ICN lounges are simply hideous, which it’s promised to address in the coming years, as it catches up with its Asian rivals.
For airline “branding” — the way they market themselves and consistently incorporate their image into the product — BA, AF, LH, KL, and may DL have got to be at the top of the list. None of these hold a candle, though, to the great US airline branding of the 70s — Pan Am, TWA, Braniff, National. These airlines did an amazing job with their branding.
Absolutely agree. Western airlines (QF and NZ included) simply get their brand identity right in a way that Northeast Asian airlines, in spite of their far superior service and product, don’t. Look at their advertising campaigns, or social media posts, or even the IFE system and how on-brand it is for an airline. Does Lufthansa get them right? Absolutely. Does EVA Air? No way. Yet BR is a much better airline overall than LH, in spite of its complete unBRandedness.
or. Western airlines are targeting you as a consumer and the NE Asian brands are targeting their customers... in Northeast Asia...
Completely agree. TWA had an incredible branding, as did National. I love National's "Fly Me" ad campaign - although sexist, it was good!
Top-10 lists are nothing if not subjective. For me, there is not a single North American carrier I would place in the top-10. But for me, the top-10 isn’t about who’s best at branding, it’s who has a strong brand and CONSISTENTLY delivers on their brand promise.
And, no matter how many times some people on here will try to shout others down with superfluous data, Delta would not appear in my top-10 list....
Top-10 lists are nothing if not subjective. For me, there is not a single North American carrier I would place in the top-10. But for me, the top-10 isn’t about who’s best at branding, it’s who has a strong brand and CONSISTENTLY delivers on their brand promise.
And, no matter how many times some people on here will try to shout others down with superfluous data, Delta would not appear in my top-10 list. They may be one of the best in North America, but they can’t hold a candle to the brand of true premium airlines.
Interesting to see no ANA on here.
ANA is, definitionally, the larger of the two Japanese carriers. The ROOM created massive buzz in the community. Flying Honu itself is iconic.
I wonder why you think JAL is more deserving of the two brands.
Northeast Asian airline brands and corporate identities (except CX and now KE) are mediocre to begin with, thanks in large part to the language barrier and internal-facing, non-Westernised culture that they have. This reflects in their poor IFE selections — except, again, CX, which knows the value of IFE in a global airline.
That said, I agree that ANA has probably the more consistent brand of the two big Japanese airlines, with the Pokémon brand...
Northeast Asian airline brands and corporate identities (except CX and now KE) are mediocre to begin with, thanks in large part to the language barrier and internal-facing, non-Westernised culture that they have. This reflects in their poor IFE selections — except, again, CX, which knows the value of IFE in a global airline.
That said, I agree that ANA has probably the more consistent brand of the two big Japanese airlines, with the Pokémon brand partnership also playing a role like Hello Kitty does for EVA. Sure, JAL has the edge right now thanks to the A350-1000, but on the whole ANA is ahead in terms of brand identity.
Yes, it’s not as brilliant as CX or timeless as SQ, but the difference between the okayish brand of ANA (or Asiana) and the entirely ‘unBRanded’ EVA is night and day, despite EVA’s rapid ascent in recent years as one of the world’s best airlines.
I really don't think that JAL's A350-1000 is that significant of a brand lift. Most average consumers don't know about plane types and the meaningful differences outside of widebodies and narrowbodies.
The A380 is really the only one that sets itself apart due to its unique size and nature.
If you asked an average flyer if they were on a 787, 777, A330 or whatever, I doubt they could tell you.
Proximanova calls anything from Japan 'mediocre'.
This is like Tim Dunn calling KE a mediocre airline.
What happened to you, did a Japanese woman reject your proposal?
Just use your own wisdom and "visualise yourself marrying a Japanese baddie or something of that kind! ;)"
and yet ANA does show up on the top ten list of global airlines in brand value, simply highlighting again how much some people's opinions are disconnected from facts.
Just to add a bit of fun to the mix ….
10 U.S. Airlines Ranked By The Daily Telegraph.
No: 10. Spirit Airlines.
Tenth place is arguably too high for an airline that makes EasyJet look like Emirates!
No: 9. Frontier Airlines.
Frontier’s slogan – “Low Fares Done Right” – will not fly under any kind of scrutiny, but at least this budget airline does a better job than Spirit.
No: 8. Hawaiian...
Just to add a bit of fun to the mix ….
10 U.S. Airlines Ranked By The Daily Telegraph.
No: 10. Spirit Airlines.
Tenth place is arguably too high for an airline that makes EasyJet look like Emirates!
No: 9. Frontier Airlines.
Frontier’s slogan – “Low Fares Done Right” – will not fly under any kind of scrutiny, but at least this budget airline does a better job than Spirit.
No: 8. Hawaiian Airlines.
Compared to the Big Four, Hawaiian still has a modest route map, but when it’s flying to paradise, does it really matter?
No: 7. JetBlue Airlines.
It has expanded its “Mint” class premium cabins with lay flat sleeper pods (aka “Apart-mints”) represent seriously good value, particularly on its bargain routes to the East Coast from Gatwick and Heathrow.
No: 6. Delta Airlines. (Note: not Air Lines)
Arguably the most overrated of the Big Four, Delta separates opinion almost as much as it separates the word “airlines”. The Atlanta-based operator frequently ranks highly in terms of reliability and service (with some nice recent touches including free inflight texting) but is often criticised for being too expensive …. (Sorry Tim)
No: 5. Southwest Airlines.
The golden child of budget airlines, Southwest remains America’s largest low-cost carrier, with an impressive 17.3 per cent market share. Exclusively flying Boeing 737 jets.
No: 4. Alaska Airlines.
The Seattle-based carrier has long since outgrown the regional confines of its name, reaching right across the US and deep into Latin America, while building a reputation as the most family-friendly airline in the skies.
No: 3. American Airlines.
Its reach is mind-boggling, serving 224 domestic airports across 50 states and 350 international destinations in more than 50 countries.
No: 2. United Airlines.
United flies to more than 225 US cities, operating 4,000 domestic flights a day. It also boasts an outstanding international network, from Greenland to Mongolia, including 75 destinations serviced by no other US airline.
No: 1. JSX.
The model of a semi-private air carrier is ingenious. You book a seat on a 30-seater private jet, flying out of a small hangar in a big hub like New York, Dallas or Los Angeles, checking in 20 minutes prior to departure. JSX already operates 140 jets a day between 28 destinations, with the business taking off at a velocity that has the big boys seriously worried.
Enjoy …. :-)
American Airlines serves 350 international destination in more than 50 countries???
That can't possibly be anything close to being true..... right?
Simon, please do not ‘shoot’ this messenger …. I simply cut and pasted the word published in the newspaper.
They're not shooting the messenger. They're simply stating that this article is full of BS and no credence should be given to its rankings since it can't even get basic facts straight.
This messenger is in no position to defend the article, however, a statement from someone who knows better would be most helpful don’t you think 420? …. :-)
https://www.aa.com/i18n/customer-service/about-us/american-airlines-group.jsp
The wonders of google. But you're right, Simon. It's more than 60 countries ;)
Max …. “Together with our American Eagle regional partners” …. (Cut from your AA link) Could it be that The Telegraph figures are credible as they are specifically referring to American Airlines only …. yes?
Aero
Every US airline counts their destinations and countries off their mainline and regional network.
So. no.
Playing the devils advocate game …. you Max, appear to be counting apples and pears and calling it fruit because that is the American way. However, the DT could have been counting just apples and calling them apples, because that is a much more accurate way to describe the number of APPLES, yes?
Playing the devils advocate game …. you Max, appear to be counting apples and pears and calling it fruit because that is the American way. However, the DT could have been counting just apples and calling them apples, because that is a much more accurate way to describe the number of APPLES, yes?
Believe what you want. You asked and where else do you think The DT was getting their destination count? Many of those 350 are on AA regional only.
Donkey!
:-)
Emirates and Qatar by far in terms of marketing and advertising. Turkish Airlines does well. Etihad.
And this is this branding power that keeps EK, in particular, at the forefront of customer perceptions despite a woefully outdated product in J. The same goes for QR, as the halo effect of the Qsuite helps to camouflage the shockingly embarrassing state of the A330s and several 777s. Etihad may not be the Nicole Kidman powerhouse that it was, but it’s recovered brilliantly from the decline it faced around 2018. Even Saudia has become...
And this is this branding power that keeps EK, in particular, at the forefront of customer perceptions despite a woefully outdated product in J. The same goes for QR, as the halo effect of the Qsuite helps to camouflage the shockingly embarrassing state of the A330s and several 777s. Etihad may not be the Nicole Kidman powerhouse that it was, but it’s recovered brilliantly from the decline it faced around 2018. Even Saudia has become vastly better since its 2023 rebrand, and I can’t wait to see what Riyadh Air does — the bar is high.
TK seems to have grown a bit silent in recent years (remember the Super Bowl ad with Morgan Freeman?) — not to mention it can’t hold a candle to EK/EY/QR or CX/NH/JL/SQ in J. However, its recent ad, released in July 2024 to promote its new Crystal J product, was pure genius and left many a chuckle.
I don't understand how Delta made the list. United is much sexier, flies to better international cities, has better premium seats, and soon will have the best WiFi. Southwest pilots have a much better safety record than Delta. Kick Delta off the list.
The topic is branding.
I have never flown SQ first class, but have flown its business class several times. While its product is tired, I have never had a bad flight. And it is an instantly recognizable brand.
This is a result of SQ’s consistent marketing and branding efforts over the decades, cementing in people’s minds that SQ is a byword for luxury and graceful elegance. The likes of TG, MH and GA have tried over the years but not reached the heights of SQ, with GA in particular having fallen badly.
And then there is Taiwan. I feel that even a customer-facing brand like EVA Air, in spite of rapidly climbing the...
This is a result of SQ’s consistent marketing and branding efforts over the decades, cementing in people’s minds that SQ is a byword for luxury and graceful elegance. The likes of TG, MH and GA have tried over the years but not reached the heights of SQ, with GA in particular having fallen badly.
And then there is Taiwan. I feel that even a customer-facing brand like EVA Air, in spite of rapidly climbing the luxury airline rankings with its great service, feels like it was designed for the local Chinese-speaking market and not a global audience. The English is terrible, and the airline lacks a cohesive brand. This is in stark contrast to Cathay Pacific across the strait, which was designed with a Western aesthetic first and foremost while also maintaining its Chinese heritage. The results, from a design perspective, are outstanding.
I didn't believe Delta "has a cult-like following" until I read the reply to my comments.
so you also post under the name Penile?
Tim, a brilliant response to the infantile Penile plonker …. thank you so much for the grin …. :-)
Someone says they're going to a Chicago Cubs game. The other says that Atlanta is in the same division. And, Atlanta is the home of Delta Air Lines. And, Delta Air Lines' metrics demonstrate that . . . . Another person says that among all of the colors of roses, they like red the most. The other says that red is a key color in the Delta Air Lines logo. And, Delta Air Line's metrics demonstrate that . . . . /// I see what you mean.
have another cup of coffee and then explain how someone comes into a conversation with the statement Eskimo made above - when it was the first comment he made to this article.
Mighty odd, mighty odd indeed…
ROFL Tim.
It's like I can see the future.
This was a bait for you. And you didn't disappoint at all.
Surprisingly not only did I caught you, I even caught your British alter ego and some strange Cubs fan along.
Eskimo …. you are so slow sunshine that you couldn’t even catch a cold! …. Thanks for continuing to provide light entertainment for the website ’legs’ they obviously appreciate a ‘hat’ …. :-)
I have never figured out the infatuation with Air France. I tried them 2 round trips recently because of all the positive reviews. And to be fair they were consistent. But the consistency was in providing poor service coupled with mediocre food, and beverage offerings. Food and beverage situation is even worse in their lounges. Their shower suites make me nostalgic for my hostel hopping days. Heck even American Airlines flagship lounge can run circles...
I have never figured out the infatuation with Air France. I tried them 2 round trips recently because of all the positive reviews. And to be fair they were consistent. But the consistency was in providing poor service coupled with mediocre food, and beverage offerings. Food and beverage situation is even worse in their lounges. Their shower suites make me nostalgic for my hostel hopping days. Heck even American Airlines flagship lounge can run circles around them.
And then there is Turkish airlines. The 2x2x2 hard product is archaic in business class. That itself should disqualify them from being on any top 10 list.
On the other hand, I’m not sure what ANA has to do to get more love.
And not being biased here, but United deserves to be on the top 10 list, the Polaris lounges that they run from6 of their 6 hubs (sorry DEN), the Polaris hard product and the collection of wine they offer on flights is amazing. My last flight with them had to look at the collection of red wines and compare with all the other airlines I’ve traveled in the recent past. And I could not think of even one, not even Singapore Airlines, not EVA, that has better red wine offerings compared to United. One of the wines cost about hundred bucks a bottle. And the other two are not too shabby. So yes, that would be my changes to the Top 10 list. United and ANA
Now include the cabin-crew labor costs for most of these "favorites." Colonialism at 30,000 feet.
their pay is low but their countries have social safety nets that idiot Americans refuse to provide.
Penile Plonker, over a billion people who live in India are more intelligent than you. They know only too well that population numbers alone does not make a good airline. Wake up Arps and smell the coffee elsewhere …. Yes?
why is Air India not a top airline brand, despite the country of India having a population of over 1 billion
You are closeted racist. No one is even mentioning Air India.
Quick correction: Current image shows JAL A350-1000 business class but it’s labeled as JAL 777 first class.
Qatar Airways marketing is very aggressive and there’s not really the most humane airline to work at. But I mean it’s still not a bad airline to fly on. I personally want to try Singapore airlines, and I’m giving Emirates a try in December! All in economy tho, but still, I’m looking forward to that :)
You have to be a complete nerd to know this
You're right though, Qatar, Singapore, and Emirates are all exceptional airlines
I would probably agree that emirates has built an exceptional brand but it is far from being an exceptional airline. If you take the halo effect (Ben puts a picture of airline seats for most airline and a shower for EK?) and there is no avoiding the fact that the emirates business class hard product is very underwhelming, especially in their 777.
and yet, brand value is measurable, and, while some people try to create their own definition, data overwhelmingly shows that Delta has the world's most valuable airline brand which has been the case for 7 years.
How some people that call themselves travel experts manage to manipulate data is hard to understand.
Literally everything is measurable -
everything that exists exists in some amount
and anything that exists can be measured
the question is whether it can be measured directly
brand value cannot be measured directly - it is a latent variable - measurement occurs through structural equation models, but there is no objective correctness ("all models are wrong")
*anything that exists in some amount must be measurable (hence "amount")
and yet brands are part of companies and their value not only can be measured but are.
Turning a metric that can be measured into what someone perceives as "best" with no quantification is disingenuous bias at best.
and, for what it is worth, the US big 4 consistently rank in the top 10 airline brands around the world.
Delta just happens to have consistently ended up not just at the top of the...
and yet brands are part of companies and their value not only can be measured but are.
Turning a metric that can be measured into what someone perceives as "best" with no quantification is disingenuous bias at best.
and, for what it is worth, the US big 4 consistently rank in the top 10 airline brands around the world.
Delta just happens to have consistently ended up not just at the top of the US carrier list but also of brands around the world.
It really doesn't matter whether a brand "does it for me" or not any more than manufacturers set the price for their products based on what a handful of people think a car or dishwasher or diamond ring is worth.
Your metric is unidimensional and not aligned with what others care about which may be multidimensional. "Best" is subjective in the very literal sense of the word.
While the value of a brand can be measured, Ben is not talking about their value. Ben is talking about his (subjective) favorites.
and that is precisely the point.
In an industry that serves a couple billion passengers per year, what someone thinks means precisely NOTHING.
Ben or anyone else is free to rank whatever they want based on their own preferences but brand value is measurable.
Trying to argue about what "I" like the most means precisely nothing.
Who cares? It's Ben's blog and he is expressing his opinion. It's no different from going to a cocktail party and saying that he likes what company X has done with its branding . . . and you say what he likes or doesn't like is meaningless and what matters is the measurable value of a brand. Across articles, your comments seem characteristic of a certain personality and I'm not certain that I'd have a drink with you.
Tim, he literally starts the article saying these are his favorites. Its an i herently subjective article. And there's no issue with that.
You really are just an incessantly annoying person.
again, playing w/ words to twist something that is measurable (brand value) into something that is subjective means precisely nothing.
We all have an opinion. sorry if you can't understand the difference between fact and opinion or allow someone to note the difference.
“Literally everything is measurable”
Really?
I’d suggest some of the most important things in life are not measurable. How much love do I have for my partner? How “valuable” is my relationship with my oldest friend?
Companies produce hard numbers which give what is usually a completely spurious sense of accuracy: but most of those “hard” numbers are based on a chain of assumptions that could just as rationally be tweaked and changed, to produce...
“Literally everything is measurable”
Really?
I’d suggest some of the most important things in life are not measurable. How much love do I have for my partner? How “valuable” is my relationship with my oldest friend?
Companies produce hard numbers which give what is usually a completely spurious sense of accuracy: but most of those “hard” numbers are based on a chain of assumptions that could just as rationally be tweaked and changed, to produce completely different numbers.
My first boss’s mantra about company “profits” shown in the annnual accounts was that “cash is a fact; everything else is an opinion”. For a sharp case study, have a look at the history of Enron.
As to Ben’s list, Brand 101 is the fundamental importance of consistency. That’s what a brand if supposed to communicate: it’s something that reassures the prospective purchaser exactly what they are buying. The fact that Emirates’ brand is all glitter and in-air showers versus the majority reality of *really* crappy business class seating shows that they fail dismally at branding.
Unless by “branding” you really mean “deceiving the customer out of their money and delivering nothing but disappointment, which means the customer will never trust their brand again”.
Over-promising but under-delivering is not a good long-term brand strategy.
What if these airlines merged and rebranded as ANA.L
Because even their Economy class is so pleasant, their slogan could be, "Have a good time in the back."
ANA-dot-L
"Don't let a period get in the way of a good time"
I am realizing the rebrand would make more sense as AN.AL
I know you're kind of a troll, but this is funny!
I'm sorry WHAT... the center of the world is inarguably London, followed by New York. This duo will hold so long as the western hemisphere has a stranglehold on global culture and the economy, which will probably last a couple more decades before all the sociotechnological advancements in China effect an ascendance that will cement Xi as...
I'm sorry WHAT... the center of the world is inarguably London, followed by New York. This duo will hold so long as the western hemisphere has a stranglehold on global culture and the economy, which will probably last a couple more decades before all the sociotechnological advancements in China effect an ascendance that will cement Xi as the greatest leader the world has ever seen.
I'm certain your parents are proud of their middle school student.
Istanbul was the center of the world (a good portion of the world, anyway) from 330, when Constantine took a sleepy fishing village called Byzantium and turned it into the capital of the Roman Empire, to 1453, when the city fell to the Turks. That's one heck of a run. Today, yes, London and Noo Yawk are the only A++ World Cities, but Istanbul is an A city, a great place to be since it's tied with Chicago, the greatest city in the world. So don't underrate it.
Chicago …. really?
You are in grave danger of losing credibility ORD …. :-)
Chicago is the greatest city in the world because it produced me, Timbits Alias.
ORD …. please be advised that you are in grave danger of becoming just another Penile plonker like the now defunct Arps. Surely “Chicago” did not “Make you”, hopefully it was your mother and father, if you know who they are? …. :-)
Look, you f'n prick, I was adopted at birth. I didn't know who my birth mother was until I was 50. I didn't know who my birth father was until I was 53. You think you're making a witticism. Well, right now, I want you dead by my hands. It's war with you, b1tch.
Ooooo! What fun you are ORD. Fighting talk to boot ….
You really have allowed yourself to be wound up tighter than a Turkish wrestlers jock-strap and made yourself very vulnerable too old bean. Do be careful what you wish for, many men have tried in vain to slot me. I’m still here, they are not.
How was one to know about your family background? Had you been sensible and kept quiet then nobody...
Ooooo! What fun you are ORD. Fighting talk to boot ….
You really have allowed yourself to be wound up tighter than a Turkish wrestlers jock-strap and made yourself very vulnerable too old bean. Do be careful what you wish for, many men have tried in vain to slot me. I’m still here, they are not.
How was one to know about your family background? Had you been sensible and kept quiet then nobody would have been any the wiser. Had I guessed that was your actual situation, then I would never have been so insensitive. I apologise for my ignorance of your situation.
That said, I will always look forward to our verbal exchanges ORD. Some valuable advice …. don’t get mad, get even …. if you dare? …. Your true character will now be judged by your response, or, lack of it as you see fit.