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Lufthansa

Lufthansa

Company: Deutsche Lufthansa AG

Brand value: US$2,142 million

Headquarter city: Frankfurt

Industry: Airlines

Year formed: 1926

 

Lufthansa is a premium global airline with a reputation for excellence in safety, the standards of its maintenance, and service. It operates a relatively young fleet of aircraft, which enables it to run as efficiently as possible, making cost savings on fuel consumption and allowing the brand to promote its flights as among the most environmentally acceptable in the industry. Lufthansa flies to almost 200 destinations in more than 80 countries, and was a founding member of the STAR alliance of airlines, which further extends its network. New routes announced for Summer 2018 include Santorini, Menorca, Glasgow and Chișinău all from Frankfurt, and Funchal on Madeira from Munich. Airlines owned by the Lufthansa group include Austrian, Swiss, Air Dolomiti, Germanwings, and Lufthansa Cargo, serving different routes and sectors of the travel market. The company is also in the process of buying parts of the insolvent airline Air Berlin; it took more than 30 Air Berlin on a wet lease arrangement in early 2017 and looks likely to take on more jets, many Air Berlin routes and thousands of Air Berlin employees. While Lufthansa has been hit by strike action by its pilots and cabin crew over pay, working conditions and pensions, there has been widespread public support for the company and the strikes seem not to have damaged perceptions of the brand. Recent launches include a new, more comfortable cabin configuration for business and premium economy passengers flying long-haul routes. The brand’s slogan in communications is “Lufthansa – Nonstop You”. In addition to mainstream media, the brand is increasingly focusing on social media communications to reach young people, both as consumers and potential staff. The brand uses Twitter, Instagram Stories and Pinterest to tell passenger stories and share a look behind the scenes. Lufthansa is listed on the German Stock Exchange in Frankfurt.