April 26, 2011, Moscow.– OJSC “Aeroflot – Russian Airlines” became the first Russian airline to have discovered the value of its brand– one of the best known and recognizable in Russia and abroad. As of late 2010 this figure equals USD1.086bln. the brand valuation was performed by Brand Finance company, an acknowledged British brand valuation leader. The report released puts Aeroflot in the top 20 of the most expensive airline brands all over the world.
The biggest share of the Aeroflot brand value falls on the domestic market. The brand is clearly stable on the in-Russia flights and enjoys high customer loyalty especially in the business class. As for foreign markets the most favourable to Aeroflot is Europe where passengers know Aeroflot and value its brand at high rank.
The estimated value of the Aeroflot branded business in passenger air transportation comes to USD5.23bln. In the air transportation segment the share of the brand(trade mark, marketing component, image and reputation of the company) in business valuation is considerably lower than in other industries since air transport features poorly predictable profitability and high sensitivity to external factors. Consequently the brand of the leading Russian airline looks by far impressive.
“Joining the world top 20 airline brands – one more testimony of Aeroflot’s role as a majour player of the global market, - said Aeroflot CEO Vitaly Saveliev. – the survey vividly shows that Aeroflot is one of few Russian non-resource companies known across the world and able to compete with world leaders”.
According to Brand Finance Aeroflot is still much underestimated and its brand has good growth potential. Final conclusions from the survey may lay foundation for a set of marketing, advertising and other measures to raise the value of the Aeroflot brand. With favourable market conditions and adequate strategy the value of the brand of Aeroflot may reach USD1.4bln late this year.
Aeroflot -Russia’s leading air carrier, member of the global SkyTeam alliance with a consolidated route network covering 898 destinations in 169 countries. In 2010, the Aeroflot Group carried 14.07 million passengers.
Aeroflot enters the world top 25 airlines by Air Transport World magazine for financial and economic results (“operating profit” and “net profit” category) in 2009.
Aeroflot isthe first Russian carrier to have entered the IOSA Registry, and to have regularly confirmed the certificate.Aeroflot has successfully passed the ISAGO (IATA Safety Audit for Ground Operations) procedure. The company’s Quality Management System is certified for compliance with ISO 9001:2008.
Aeroflotoperates one of Europe’s youngest air fleets that consists of 104 aircraft. Aeroflot is based in Moscow, at Sheremetyevo International Airport. Find more at www.aeroflot.ru.