We’ve stopped what we are doing and creating your personalized BrandZ™ report, which will appear in your inbox soon.

KLM

KLM

Parent Company: Air France - KLM S.A.

Brand Value: $468 Mil.

Headquarter City: Amstelveen

Category: Travel Services

Year formed: 1919

KLM is the Netherlands’ official flag carrier, and is the oldest airline in the world still operating under its original name; In March 2019, KLM celebrated its 100-year anniversary. A merger with Air France in 2004 hasn’t lessened the loyalty many Dutch feel toward their airline, nor its national importance. Today the company has some 35,500 employees, and flies to more than 150 destinations. KLM is known for personal, premium service. This is exemplified by the iconic Delft Blue houses that KLM gifts to World Business Class passengers – but also by the company’s swift and innovative use of social media, which allows them to respond to customer communications “within the hour.” The company received a media boost when the King of Holland revealed he’d been piloting KLM flights for the past 21 years. Recently, the company found out that almost half of Germany (46%) did not recognize their brand. They thought people were a restaurant, radio station or bank. They therefore created a successful campaign called “We are an airline” in which they opened a KLM-branded restaurant, radio station, and ATMs to educate potential European travelers. The company also sponsors the KLM Open golf tournament and the Amsterdam Dance Event, and recently stepped into running by sponsoring the Urban Trail Series. Its parent company Air France – KLM is listed in Paris, Amsterdam, and New York.