Explain how Emirates’ marketing strategy has been successful in creating a positive brand image with current and potential customers.

On October 25, 1985, Emirates flew its first routes out of Dubai with just two aircraft—a leased Boeing 737 and an Airbus 300 B4. Emirates’ focus has always been on quality rather than quantity, and in the years since taking those first small steps onto the regional travel scene it has grown to become a major player in the global airline industry. Emirates has seen between 13 and 20 percent annual growth, and it has generated a profit every year. It now has one of the fastest-growing and youngest fleets in the airline industry. The airline is committed to offering its customers the highest possible level of professional flight services, and it has earned more than 500 awards for excellence worldwide.
Companies have paid close attention to the IMC approach.
Today, markets are cluttered with different advertising messages.
Fragmentation of media and consumer markets, as well as recent developments in mass communication technologies, such as the Internet and smartphones, has meant that new marketing methods are needed to ensure the consistency and the effectiveness of messages targeted to various audiences. Emirates has embraced the IMC concept, which has enabled it to achieve an excellent market position and a positive image in the minds of its customers.