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CSAFE Global


Fuel a more sustainable future

JEDDAH: March 06, 2018. Saudia Cargo has confirmed an enhancement to its brand value with an air cargo marketing award at Air Cargo India last month.

The cargo company of Saudi Arabian Airlines was recognized for "innovative" campaigns in support of its 'Fly Fashion', 'Fly Perishables & Fly Flowers', and 'Fly Pharma' products.

"It's all about reading trends of what the cargo customers will need in future by building marketing infrastructure and engage with their experience," commented Saudia Cargo's Global Marketing manager Adel Sallam.

Saudia Cargo"Our tag line 'Aspire to Cargo Anything, Anywhere, Anytime' that's taken quite literally by Saudia Cargo made the customers understand the challenge we put ourselves through. When we sync with our customers, they realize that Saudia Cargo is coming closer like never before," he added.

The award precedes the publication of the latest 'Logistics 25' report by Brand Finance, an independent brand valuation and strategy consultancy that calculates the values of brands using the 'Royalty Relief' approach – a method compliant with the industry standards set in ISO 10668.

The company estimates the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use in order to arrive at a 'brand value'  - understood as a net economic benefit that a licensor would achieve by licensing the brand in the open market.

Brand Finance's seven-step approach begins with a calculation of brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity and Business Performance.

After calculating a royalty rate, it is applied to a logistics corporation's revenue forecast to derive brand revenue. This is then discounted after tax to a net present value that equates to the brand value (BV).

Based on this methodology UPS is the world's top logistics brand with a BV of US$22 billion followed by FedEx (US$18.17 billion), Japan Railways (US$11.01 billion), DHL (US$10.7 billion), and Union Pacific (US$7.87 billion) to complete the top five places.

According to Brand Finance, the U.S. has 52 percent of the global logistics industry's brand value followed by Germany (14 percent), Japan (9.0 percent), Canada (6.0 percent), France and Italy (4.0 percent each) and the rest of the world, 11 percent.


CSAFE Global







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