Vision, Mission and Values of Emirates

The vision and missions of any brand is the reason for being, In branding vision, mission and values are the essential parts of successful strategic brand management. Before becoming global leading brands, companies should define clearly these key points as they shape strategy, determine companies’ directions and focuses the company’s future. The Emirates and Singapore airlines are not an exception. Let’s take a look at global leaders vision, mission and values.

The Emirates is company of lifestyle for people all over the world. Being passionate in everything they perform company defines its brand vision and mission as «The principles which propel us forward»

Vision

«To be the leader in aviation innovation, environment protection as well as the best airline in the world with a global network of coverage thanks to its strict compliance with flight safety, responsibility, reliability, product and service quality and competitiveness while making  travel without borders to change the  lives for the better».  

A great example of embodiment of Emirates vision on  travel without borders is campaign «Hello Tomorrow» launched in 2014. They evolved the full identity of the brand.

Mission

How Emirates will get to the place in the global aviation it wants to be?

• To grow as the most envied service worldwide
• To deliver the highest standards of product quality
• Improve the comfort for clients’ pleasure
• To remain a continued growth trends over industry 
• Invest in new technologies to satisfy customers
• Zero major accidents/crashes
• Remain the strategy of open sky discovering new frontiers for the customers
• Eco-efficiency, bio-fuel usage including all the up-to-date techniques for saving fuel and emissions
• To invest even more in employees providing customers with competitive staff

The key values

CUSTOMER SATISFACTION - Anticipating the exact needs of customers, thoroughly evaluating and meeting them and operating as a customer focused company at all times is a part of Emirates goals and Company culture.

LEADERSHIP - Emirates leadership and management process play an important role for the continuing success of Emirates Airlines. The leaders of Emirates are democratic and the leadership composes the ability and skills to motivate and influence the activities and the thoughts of people or subordinates. Their leaders make a social influence which encourages staff to achieve common goal

EMOTIONAL ATTACHMENT – Emirates considers the emotional ties and bonds as the key factors of being the #1 consumers’ choice. Company delivers its character and emotions through air hostesses and investments in video and advertising campaigns and uses it as the mediator between company and customer. Every feature of the brand is called to admire customers.

RELIABILITY - On-time performance, minimum of lost luggage, on-time bags deliver, the newest airline fleets in the world the core, absence of accidents/crashes core features in providing the most safe flights to customers with 100% guarantee of reliability.

COMMUNITY ENGAGEMENT – is a pivotal factor in increase of Emirates brand awareness between customers. Social Media Presence, Sponsorships, Charity and Donations campaigns, Partnerships, Celebrity Endorsement are the main tools of Emirates in this process. Brand must be engaged with customers at every beloved places  creating long-term relationships.

RESPONSIBILITY - places great value on corporate citizenship and social responsibility, believes its’ business ethics to be integral to its’ continued success. Takes a responsibility of environmental pollution and invest in protection of the last.

HIGH QUALITY OF SERVICE AND PRODUCT – company considers this value as an essential part of its’ leadership in aviation, providing customers with the highest comfort on-board

          
INNOVATION – Emirates links customer needs with innovation strategy on in-flight services together with the newest fleets in aviation industry, making every flight a fascinating experience for each customer. Company discovers and implements permanently new ideas which make products, services, work and processes more effective and productive not only for Emirates, but also to customers.

PROFESSIONALISM AND TEAMWORK – employees are one of the most valuable asset of the Emirates airline. Company tries to attract the employees of the highest caliber as well as to invest in their professionalism. «Each member of staff’s commitment towards ongoing improvement combines to maintain the competitive edge of our operation in global markets»

(Source: Emirates Airlines Corporate Website http://www.theemiratesgroup.com/english/our-company/our-company.aspx  Annual Report 2014, Emirates Media Toll Kit

Photo credits: Emirates Airlines Corporate Website)