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What price a sustainable brand?

Brand Finance is a consultancy that quantifies the value of brands. For the third year running it has named Emirates as the world's most valuable airline brand worth US$5.5 billion.

The airline says it aspires to "become a top global lifestyle brand".

Perhaps it should take note of a new survey of aspirational consumers who represent 38 percent of the world's shoppers. This group wants
to support companies that deliver exceptional products and services, inspire personal relationships, support community initiatives and protect the environment.

"Aspirationals are looking for companies they can believe in, and they want brands to stand for something bigger than a product or service," says Raphael Bemporad, co-founder and chief strategy officer at brand innovation consultancy BBMG.

Coca-Cola, Microsoft, Samsung, Tata, Unilever and NestleĢ top the list of the world's most responsible companies according to the Aspirationals who are defined by their apparent love of shopping (93 percent), desire for responsible consumption (95 percent) and their trust in brands to act in the best interest of society (50 percent).

Other favoured brands include BMW, Carrefour, Ford, Google, Honda, Hyundai, IKEA, McDonald's, Natura, PepsiCo, Petrobras, Target and Tesco.

No mention of responsible airlines by this group of shopaholics.

-Simon Keeble is the editor of Freightweek.

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