Emirates has reached the top 200 of the world’s biggest brands for the first time, according to the 2015 Brand Finance Global 500 report released this week.

The airline also retained its position as the most valuable brand in the Middle East

Now ranked in 196th place, Emirates’ estimated brand value has grown more than 21 per cent from $5.48 billion to $6.6 billion.  The airline also retained its long-standing position as the most valuable brand in the Middle East, and the most valuable airline brand.

“Our brand strategy does not only involve marketing and sponsorships, but everything we do including product innovation and service delivery.  The strength of the Emirates brand also underscores the positive impact we are making on our industry,” said Sir Tim Clark, president of Emirates Airline.

In 2014, Emirates launched 10 new A380 routes, bringing the network to over 145 destinations.   This year, the airline is operating, on average, 3,500 flights per week.