Türkiye's flag carrier Turkish Airlines (THY) aims to become one of the top 100 most valuable brands worldwide, making it the first Turkish firm and potentially the first airline to do so, according to its chief executive.
The carrier aims to prioritize value-driven growth alongside volume-driven growth to reach this goal, CEO Ahmet Olmuştur, who earlier this year assumed the role, told Anadolu Agency (AA).
Building brand value is a unique endeavor for each firm and is seen as a long-term process.
"We’ve created some 122 touchpoints to interact with passengers, starting from visiting our website and continuing with the check-in and boarding at the airport, as well as with in-flight experience, baggage delivery, and other subsequent customer relations processes – these make up integral parts of customer experience and are the most important criteria in our strategy," he said in the recently published interview.
The carrier held the title of Türkiye’s most valuable brand for nine consecutive years, reaching a record valuation of $2.9 billion last year, and the airline invested in product diversification to elevate its global standing to extend its success at home to the rest of the globe with the upcoming launch of a Premium Economy class.
