Emirates Just Made First Class More Exclusive – It’s a Smart Brand Strategy

Bloggers may be up in arms, but Emirates understands that scarcity creates desire and exclusivity protects brand equity.

Few companies excel at brand management like Emirates. I’m talking about the clarity of their brand promise, the consistency of execution across touch points (advertising, digital, app, and in lounges and onboard), and continuous innovation. Plus, Emirates understands the importance of exclusivity.

This strategic discipline has paid off. The brand consistently ranks among the world's most valuable airline brands, currently number 4 globally with a brand value of $7.4 billion, according to Brand Finance, and generated $33 billion in revenue in 2023-24, with premium cabins driving significant yield premiums.

And good brand strategy is knowing when to say no. So I wasn't entirely surprised when I saw Emirates announce that its first-class product can now only be booked by Emirates Skywards members at the Si