CARMA Launches Airline Reputation Report and New ‘Reputation by CARMA’ Service

CARMA, a global leader in media intelligence, has unveiled a new service called ‘Reputation by CARMA,’ aimed at providing a comprehensive view of corporate reputation influenced by media and public opinion. To mark the launch, CARMA has released its inaugural Airline Reputation Report, featuring insights into how eight global airlines are perceived by audiences, with Emirates securing the top reputation score in the UAE.

The report, which analyzed data from January to May 2024, covers traditional and social media reports alongside audience research in key markets, including the UK, UAE, Saudi Arabia, Singapore, Malaysia, and Hong Kong. Airlines included in the report were British Airways, Cathay Pacific, Emirates, Etihad, Malaysian Airlines, Qatar Airways, Singapore Airlines, and Saudia.

Key findings show Emirates leading with a Reputation Score of 65, excelling across six core pillars: Products & Services (76), Culture (67), Sustainability (52), Conduct (57), Performance (71), and Vision (65). British Airways, by contrast, achieved a Reputation Score of 50, performing below Emirates across all pillars, particularly in the Middle East.

Orla Graham, Global Insights Consultant at CARMA, highlighted that audience perceptions often serve as a reality check for brands, with public opinion sometimes diverging from media narratives.

CARMA’s new service aims to empower PR and communication professionals by providing data-driven insights to track and manage corporate reputations, allowing brands to benchmark their performance against competitors and identify areas for improvement.

Mazen Nahawi, Global CEO of CARMA, emphasized that the new service equips businesses with the tools to protect and build their corporate reputation in a complex media landscape.