Company: United Continental Holdings Inc.
Brand Value: $6,958 Million
Headquarters: Chicago, IL
Year formed: 1926
United is the world’s third-largest airline by revenue and a founding member of the Star Alliance, one of the largest such partnerships in the world. It distinguishes itself among American airlines primarily due to its wide global reach that enables its customers to travel to 339 destinations in 50 countries. With 4,500 daily departures, it carried 143 million passengers in 2016 and has one of the more robust frequent flyer programs in the industry. 2017 saw United face challenges with its customer service, as passengers captured several disconcerting incidents on mobile phones, which subsequently went viral on social media. This led its CEO to acknowledge that the company needed to improve, and it has since announced measures to increase customer satisfaction, including upgraded meals, fewer overbookings, a new online portal, and a no-questions-asked policy on compensation for lost luggage. As a result, the brand saw an 88 percent decrease in overbooked flights in June 2017. United has traditionally encouraged its passengers to “Fly the Friendly Skies,” and it also has one of the country’s best known sound marks, an excerpt from George Gershwin’s “Rhapsody in Blue.”