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Saudi Arabia’s flagship carrier has seen its brand value more than double following a strategic rebrand launched three years ago, positioning the airline for intensified competition as the Kingdom’s aviation sector expands with new entrant Riyadh Air.
Rebrand Delivers Commercial Success
Saudia Group Chief Marketing Officer Khalid Tash revealed the airline’s brand transformation has generated substantial commercial and reputational gains, with the carrier’s brand value climbing from $506 million to $1.1 billion. Speaking at the Saudi Media Forum, Tash emphasized the rebrand was strategically timed to prepare for a new phase of growth while maintaining the airline’s national identity and aviation heritage.
The rebrand, initiated three years ago, focused on evolution rather than complete reinvention. Tash explained the airline drew inspiration from its own history, particularly the 1970s era, which he characterized as a golden period marked by creativity, strong service culture, and forward-looking design. “The 1970s were ahead of their time,” Tash noted. “There was a conscious decision to return to our roots while presenting them in a modern way.”
Strategic Positioning Against New Competition
The timing of Saudia’s brand refresh proved prescient as it helped establish clear differentiation ahead of Riyadh Air’s launch. Tash outlined how the rebrand enabled each carrier to develop distinct brand propositions within the Kingdom’s expanding aviation landscape. He positioned Saudia’s brand identity around authenticity and national pride, describing this as the airline’s specific market niche.
Rather than viewing Riyadh Air as a threat, Tash framed the emergence of a second national airline as beneficial for the sector overall. The strategic brand positioning allows both carriers to operate with complementary rather than competing identities in the Saudi market.
Aviation Sector Transformation
The successful rebrand reflects broader transformation within Saudi Arabia’s aviation industry as the Kingdom pursues Vision 2030 objectives to diversify its economy and enhance connectivity. Saudia’s approach of honoring its heritage while modernizing its presentation has enabled the airline to strengthen its market position during a period of significant sector expansion.
The brand value growth from $506 million to $1.1 billion demonstrates tangible returns on the airline’s investment in visual identity and market positioning, providing a foundation for competing effectively as new players enter the Saudi aviation market.
Sources: Saudi Gazette, Wrestlinginc, Globenewswire
