Executive Summary

By selecting two prominent brands in the United Arab Emirates, Emirates Airlines, and Etihad Airways evaluate and compare their logos, slogans, target audiences, appeals, creative and advertising messaging strategies, and executions for at least three decades; the past, present, and future. In the process, consider the extent to which key social, political, economic, cultural, technological, and environmental factors may have impacted or could possibly impact its branding/image intentionally or serendipitously. In addition, we will be applying the concept of cultural branding, as espoused by Douglas Holt, to both brands in the future era. This process will showcase our understanding of cultural branding while developing a strategic plan for the two brand’s cultural branding journey.

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In genealogy, we will be analyzing and comparing the three main eras of Emirates Airlines and Etihad Airways that include: past era (2003- 2014), present era (2015-2022), and future era (2023-2034). In the past era and present era, we will be uncovering what happened in the early 20th century that affected the brand’s identity and key messaging in their Advertising and Integrated Marketing Communications (AIMC). Lastly, in the future, we will be predicting the future social, cultural, environmental, technological, and economic situations that could occur and how both brands could leverage these circumstances in promoting themselves.