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Brand value

A brand valuation provides a detailed and insightful analysis of our brand, providing a clear picture of how the Airbus brand is contributing to our business today.
A strategic tool for ongoing brand management, valuation brings together market, brand, competitor, and financial data into a single framework within which the performance of the brand can be assessed, areas for growth identified, and the financial impact of investing in the brand quantified.

Why brands matter

The “Why brands matter" film aims to educate employees on basic brand principles, how the Airbus brand was developed and how employees can help build and protect it in their daily jobs. As part of the brand education module, the film explains what makes a brand unique, what the benefits of creating a strong brand are and how we all can help to support and build the Airbus brand.

Airbus brand valuation

As an essential result of 2018 Brand Valuation project we identified that the brand Airbus has a financial value of €9.854 billion which is at 12% of enterprise value. The Airbus brand is one of the largest single assets owned by the company and should therefore receive attention as business KPI and be in focus of the senior management.

This value underlines the impact of Airbus brand efforts and would enable the brand to earn a position in the Best Global Brands ranking - in between other brands with comparable values like Canon, Siemens or HP.

Strategic brand decisions in new business fields should evaluate a linkage to the Airbus brand to benefit from its strength and leverage growth of the brand in total.

The Airbus brand valuation helps the business and presents the areas where the business needs to improve.

 

Key brand messages

Five brand personality attributes are captured in our ‘we make it fly’ position.

  • Our ability to make mankind’s dreams come true inspires our employees, customers and stakeholders across the world.
  • Our shared passion for aerospace helps us shape the industry and push it forward.
  • Our determination drives us to get some of the world’s most advanced technologies off the ground.
  • Our pioneering and entrepreneurial spirit enables us to tackle some of the world’s biggest challenges, fuelling technological and economic progress globally.

Our personality (determined, passionate, pioneering, entrepreneurial, inspiring) reflects what we think and do. 

Every interaction people have with Airbus is an opportunity to build our brand. Doing this consistently over time will ensure our brand remains robust and well placed to grow stronger.

Our brand strengthens our business and adds value to our worth. It connects us to push boundaries, solve problems and unlock opportunities. It is our quest to create a better connected, safer and more prosperous world.

More about our Brand:

Brand value

Tone of voice

Training and knowledge base

Airbus Purpose

Brand films

Glossary

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