Amerika Dominasi Peringkat Teratas Maskapai Penerbangan `Paling Bernilai` di Dunia
The Top Three most Valuable Airline Brands in the World are All American
Editor : Ismail Gani
Translator : Novita Cahyadi
AMERICAN Airlines atau AA tetap menjadi merek maskapai penerbangan paling berharga di dunia, menurut sebuah riset tahunan sementara Garuda tidak masuk daftar tersebut apalagi Lion Air, Batik Air dan lainnya.
Delta berada di peringkat kedua sebagai merek maskapai paling berharga, United di posisi ketiga dan British Airways kedelapan.
AA berada di posisi teratas pada 2017, dan bertahan di posisi teratas meskipun nilai mereknya turun tujuh persen menjadi US$9.1 miliar.
Nilai Delta juga turun - enam persen menjadi US$8,7 miliar - dan United turun dua persen menjadi US$7 miliar.
Brand Finance, yang menyusun peringkat tersebut, mengatakan: ´Tiga maskapai besar Amerika masing-masing gagal mengembangkan nilai merek mereka karena mereka dihantam serangkaian tantangan ekonomi makro yang lebih besar dalam fase pasca-konsolidasi.´
´Selain itu, mereka juga terkendala oleh biaya bahan bakar yang lebih tinggi dan sejumlah pembatalan penerbangan yang disebabkan oleh badai. Sementara itu, munculnya media sosial telah memungkinkan pelanggan yang tidak senang untuk berbagi sejumlah kisah yang telah menyebar secara viral, tetapi ini tampaknya tidak menyebabkan kerusakan jangka panjang yang signifikan terhadap merek maskapai penerbangan.´
United, misalnya, harus mengatasi masalah kehumasan pada 2017, kasus paling menonjol adalah insiden penumpang yang diseret secara paksa dari kabin penumpang karena kelebihan penumpang.
Insiden memalukan tersebut memicu perdebatan nasional tentang praktik industri penerbangan.
Dalam kasus ini, banyak yang tidak akan terkejut bahwa tiga maskapai raksasa AS nilai mereknya melorot.
Maskapai yang masuk peringkat 10 besar lainnya adalah Emirates (4), Southwest Airlines (5), China Southern Airlines (6), China Eastern Airlines (7), Air China (kesembilan) dan Lufthansa (10).
David Haigh, CEO Brand Finance, berkomentar: ´Di pasar penerbangan, pelanggan mengambil keputusan tentang merek pada rentang faktor yang sangat sempit: harga, perutean, dan jadwal seperti dilansir MailOnline.
´Terlepas dari berita viral besar yang mendapat perhatian media secara global mempengaruhi beberapa merek, dalam bisnis penerbangan, keandalannya adalah memberikan layanan inti yang pelanggan temukan kunci dalam mengambil keputusan pembelian.
"Akibatnya, merek-merek Cina adalah pemenang besar di bidang ini karena mereka telah mampu mengembangkan merek mereka dengan memberi pelanggan kepercayaan yang lebih besar dalam ketergantungan dan keamanan mereka saat mereka tumbuh bersama ekonomi Cina."
50 merek maskapai penerbangan paling berharga di dunia
1 American Airlines
2 Delta
3 United
4 Emirates
5 Southwest Airlines
6 China Southern Airlines
7 China Eastern Airlines
8 British Airways
9 Air China
10 Lufthansa
11 ANA
12 Japan Airlines
13 Air Canada
14 Qantas
15 Turkish Airlines
16 Qatar Airways
17 Ryanair
18 Air France
19 easyJet
20 Alaska Airlines
21 Hainan Airlines
22 Korean Air Korea
23 JetBlue Airways
24 Aeroflot
25 Etihad Airways
26 LATAM Airlines
27 Singapore Airlines
28 Thai Airways
29 Shenzhen Airlines
30 AirAsia
31 Norwegian Air
32 Cathay Pacific
33 KLM
34 Saudia
35 Air New Zealand
36 WestJet Airlines
37 Juneyao Airlines
38 Iberia
39 Eva Air
40 Asiana Airlines
41 Spirit Airlines
42 Xiamen Airlines
43 Shanghai Airlines
44 China Airlines
45 SWISS
46 Scandinavian Airlines
47 Wizz Air
48 Jetstar
49 Virgin Atlantic
50 Virgin Australia
Sumber: Brand Finance
AMERICAN Airlines remains the world´s most valuable airline brand, according to an annual study.
Delta is the second-most valuable brand according to the ranking, United comes third and British Airways is eighth.
AA was top in 2017, too, and held on to the top spot despite its brand value falling by seven per cent to $9.1billion.
Delta´s value was also down – by six per cent to $8.7billion – and United´s was down by two per cent to $7billion.
Brand Finance, which produced the ranking, said: ´The trio of big American airlines have each failed to grow their brand values as they suffered from a series of larger macro-economic challenges in a post-consolidation phase.
´In addition, they have been beset by higher fuel costs and a number of flight cancellations caused by storms. Meanwhile, the rise of social media has allowed unhappy customers to share a number of stories that have spread virally, but this does not appear to be causing significant long-term damage to airline brands.´
United, for instance, had to tackle several PR headaches in 2017, with one caused by a passenger being violently dragged off an overbooked flight.
It was an incident that sparked a national debate over industry practices.
In light of this, many will not be surprised that it came last out of America´s big three in the ranking.
The rest of the top ten is made up of Emirates (4th), Southwest Airlines (5th), China Southern Airlines (6th), China Eastern Airlines (7th), Air China (ninth) and Lufthansa (10th).
David Haigh, CEO of Brand Finance, commented: ´In the airline market, customers are making decisions about brands on a very narrow range of factors: price, routing, and schedules.
´Despite big viral news stories which gained media attention globally affecting several brands, in the airline business, it is reliability on delivering core services that customers find key in taking purchasing decisions.
´Consequently, the Chinese brands are the big winners in this area as they have been able to grow their brands by giving customers greater confidence in their dependability and safety as they grow alongside the Chinese economy.´
The top 50 most valuable airline brands in the world
1 American Airlines
2 Delta
3 United
4 Emirates
5 Southwest Airlines
6 China Southern Airlines
7 China Eastern Airlines
8 British Airways
9 Air China
10 Lufthansa
11 ANA
12 Japan Airlines
13 Air Canada
14 Qantas
15 Turkish Airlines
16 Qatar Airways
17 Ryanair
18 Air France
19 easyJet
20 Alaska Airlines
21 Hainan Airlines
22 Korean Air Korea
23 JetBlue Airways
24 Aeroflot
25 Etihad Airways
26 LATAM Airlines
27 Singapore Airlines
28 Thai Airways
29 Shenzhen Airlines
30 AirAsia
31 Norwegian Air
32 Cathay Pacific
33 KLM
34 Saudia
35 Air New Zealand
36 WestJet Airlines
37 Juneyao Airlines
38 Iberia
39 Eva Air
40 Asiana Airlines
41 Spirit Airlines
42 Xiamen Airlines
43 Shanghai Airlines
44 China Airlines
45 SWISS
46 Scandinavian Airlines
47 Wizz Air
48 Jetstar
49 Virgin Atlantic
50 Virgin Australia
Source: Brand Finance
