US CARRIERS LEAD GLOBAL BRAND RACE

News Review • International

PHOTO • UNITED AIRLINES
PHOTO • GUILLAUME FEVRIER/AVSTOCK

BRAND FINANCE, an independent business valuation and strategy consultancy, has published its 2019 rankings of major global airlines. It charts carriers by estimating likely future revenues via the calculation of a royalty rate that would be charged for the brand’s use. By doing this, the firm arrives at a ‘brand value’, i.e. a net economic benefit that a licensor would achieve by licensing the company’s name in the open market.

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