Top Airlines Branding & Desirability Ranking

Data

The poll looks into the perception flyers across the world have on the top airlines, based on the position brands have in their minds.

• Etihad is the most desired airline with 98% of respondents wanting to fly in it by the power of the brand alone. Qatar Airways and Lufthansa followed with 96% and 95% respectively.
• Air Astana came as the least desired
• Lufthansa and British Airways were the most recognized worldwide.

The aided online poll was conducted among 24,000 participants from 68 countries aged between 17 and 78 who claimed to have traveled by plane at least one time during the past 24 months.

Berlin, Germany June 11, 2018 – Design and branding team at, GraphicSprings.com, produced a ranking which compares the top airlines worldwide with the aim to discover which has the best branding appeal and desirability. With their finger on the pulse of logo design all over the world, GraphicSprings conducted a poll of 24 thousand people in 68 countries who flew in the past 24 months, examining how people feel about airlines they may have never flown on, by just by looking at the logo and name of the airline. The goal of the questions was to understand the effect marketing, reputation of the airline and the country of origin may have on the desirability people may have to fly in it.

The study is part of a larger study on corporate logos and branding penetration. Among the findings a clear, it was found that the Gulf airlines have an edge when it comes to branding, credibility, and desirability. Another interesting result is how the country of origin has an effect in desirability to fly or not in an airline.

Results of how many respondents would like to fly in that specific airline (by just looking at the logo)

Top 25

Lower Tier

Further Insights Available for the Following Questions

• Name of the airline (%) – Percentage of participants who knew (or guessed correctly in an aided question) the name of the airline.
• The country is from (%) – Percentage of participants who knew (or guessed correctly) in which country the company is located.
• Yes is low cost (%) – Percentage of participants who considered the company to be a low budget airline.
• Is expensive (%) – Percentage of participants who considered the company to be an expensive airline.
• Yes, they are known for good service (%) – Percentage of participants who think that the airline is known for good service.
• They think it has a bad reputation (%) – Percentage of participants who believe the airline has a bad reputation
• Would like to fly on it (%) – Percentage of participants who would like to fly with the airline.
• Yes, Is punctual and reliable (%) – Percentage of participants who consider the airline to be punctual and reliable.

For full results of the ranking (data for all questions), please email [email protected]

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Publishers are allowed to publish this data and graphics; we kindly ask that you give credit and link to the source ( Source: Graphicsprings.com )

Spokespeople from GraphicSprings are available for phone and radio interviews.

Please contact [email protected] for further information.

About GraphicSprings

GraphicSprings was founded in 2012 by a group of branding and design experts to provide entrepreneurs and small businesses with a simple logo design solution. With their proprietary and easy-to-use interactive logo maker app, users can create professional logos in minutes. We have custom tailored our solution to meet the branding needs of first-time entrepreneurs – no design experience or big budget necessary.

Methodology

In order to conduct the study, we first identified the 92 most important airlines in terms of passenger transport and with data publicly available.

In a second step, we ran an image-based aided online poll. First of all, we showed the logo of an airline to the participants. Afterward, they were asked six questions:

In the beginning, we wanted to know if they recognized the airline and if they had a clue in which country the company was located. For each of these two questions, participants had to choose between five options.

Then, we asked them if it was a low-cost airline, if it was known for a good service and if they believed whether the airline had a bad reputation. For these three questions, the options “yes”, “no” and “don’t know” were given.

Finally, we inquired how likely it was that they would fly with this particular airline – in this case, we provided a scale from 1 (not likely) to 10 (very happy to do so). We followed this procedure for all of the 90 airlines.

The aided online poll was conducted among 24,000 participants from 68 countries aged between 17 and 78 who claimed to have traveled by plane at least one time during the past 24 months.

Company

• The 92 most important airlines in terms of passenger transport and with data publicly available. Some airlines were not included because they only published passenger numbers for the holding but not for a specific airline.

Country

• The Headquarter of the company.

Passengers in million

• Data from publicly available sources, e. g. annual reports, online newspapers or Wikipedia. If not marked otherwise, data is from 2016.