Singapore Airlines’s (SIA) ranking in terms of brand value has plummeted in a global ranking by Nielsen and media research firm Campaign Asia-Pacific.
The carrier was ranked 136th in the latest Asia’s Top 1000 Brands report released today (June 2), down 20 spots. The report, which ranks brands according to how consumers value them, attributed SIA’s decline to tough competition from younger competitors.
The airline was ranked fourth in the travel and leisure sub-category, but was beaten by budget airlines Jetstar and AirAsia, which came in first and second, respectively. Both budget carriers also ranked higher in the overall report, at 34th and 119th, respectively.
SIA’s rankings have been on a steady decline since it was first ranked in 2005, at 57th place. However, it was not the only full-service carrier in the report to suffer, with Emirates dropping nine places to 243rd and Cathay Pacific sliding 22 spots to 180th.
The Asia’s Top 1000 Brands report is based an online survey developed by Campaign Asia-Pacific and Nielsen and conducted in 13 markets including Australia, China, Indonesia and the Philippines.
Topping the list is Samsung, which also held the top spot last year, followed by Sony, Nestle and Apple.