Azul was recognized as the most significant brand in the country by the BrandZ Brasil 2024 study, conducted by Kantar. This category evaluates brands' ability to establish clear and consistent emotional connections that meet customer needs.
According to the document released by the consultancy, being meaningful or relevant is based on feelings and experiences, whether welcoming, fun or even caring. “Being recognized especially in this regard is an honor for us, at Azul. The company prioritizes the Customer experience and this goes beyond what we offer on board. The Crew , as everyone who works at Azul is called, adopt the internal methodology 'Opa' (observe, perceive and respond) at all stages of the service to ensure that each flight is special”, stated Daniel Bicudo, Director of Marketing and Business from Azul.
In addition to being recognized as the most significant brand in Brazil, Azul appeared in 16th position among the most valuable brands in the country and increased in value by 12% in the last two years.
To continue growing, the company invests in pillars such as Brazilianness. Recently, it announced a partnership with the Brazilian Olympic Committee (COB), becoming the official airline to transport our athletes, both in and outside of competitions. Azul also sponsors the Parintins Folklore Festival, the largest cultural event in the North region. “As a company, Azul has been important for the development of regional aviation. More than half of the cities in which we operate have fewer than 100 inhabitants. For us, it is crucial to incorporate cultural elements into our communication, as this guides all our marketing actions and decisions. This is how we create a genuine connection with our customers”, added the executive.
The 2024 ranking was produced based on “the opinions of 10.800 respondents, on 396 brands, in 27 categories”, according to Kantar. To appear in the ranking, the brand must originate in Brazil and be owned by a company listed on the stock exchange.
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