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China 2015: BRAND PROFILE | 19. Air China

COMPANY Air China, Ltd. 

BRAND VALUE US$ 3.9 Billion 

YEAR-ON-YEAR CHANGE 6% 

HEADQUARTERS Beijing 

INDUSTRY Airlines 

YEAR FORMED 1988

Air China aimed to enhance customer experience, including in-flight service, baggage handling and flight delays. The airline opened the country’s largest lounge, in Shanghai’s Pudong Airport, and upgraded food quality.

Focusing these improvements on premium travelers, Air China tried to make the brand more distinctive, with an aesthetic that links East and West. The airline also increased destinations in North America and Europe from its hubs in Shanghai, Beijing and Chengdu, and also from lower

tier cities, to serve the growing outbound tourist business.

China’s largest airline, Air China was formed in 1988, and listed on the Hong Kong and London Stock Exchanges in 2004, and subsequently on the Shanghai Stock Exchange.

For the first half of 2014 Air China delivered net income of $83 million, a 55 percent decline on revenue of $7.7 billion, a 7 percent increase. Those results followed a 30 percent net income decrease to $531 million for the full year 2013, on a 2 percent revenue increase to $15.4 billion.