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WCRC Researched Brand · World's Most Powerful Brands 2026 · Second Global Mega Edition

Lufthansa

Lufthansa is the flagship airline brand of Deutsche Lufthansa AG, a German aviation group and a founding member of Star Alliance. The group runs a family of airlines including Lufthansa, SWISS, Austrian, Brussels Airlines, Eurowings and ITA, alongside maintenance and cargo businesses. In FY2025 Lufthansa Technik earned an operating profit of EUR603 million and Lufthansa Cargo EUR324 million. Its crane logo is one of the most recognised marks in aviation, and its Miles & More loyalty app gives it a strong digital presence. WCRC's research found Lufthansa strongest in the distinctiveness of its visual identity, in the logic of its multi-airline portfolio, in the credibility of its moves into adjacent profitable businesses, and in its long-held premium network-carrier positioning.

Region
Europe
Country
Germany
WCRC research
Full 50-parameter assessment

What WCRC found

  1. A distinctive visual identity in the crane logo, recognised across global aviation.

  2. A logical multi-brand portfolio spanning Lufthansa, SWISS, Austrian, Brussels Airlines, Eurowings and ITA.

  3. Credible adjacent businesses: Lufthansa Technik and Lufthansa Cargo earned EUR603 million and EUR324 million in FY2025 operating profit.

What holds it back: Service recovery is its weak spot, shown by a 2022 US Department of Transportation refund penalty and repeated labour disruption.

Status in the 2026 edition

Lufthansa was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

WCRC publishes scores only for the 100 ranked brands. How WCRC ranks brands.

Most powerful Hospitality & Travel brands

#26 Singapore Airlines, #27 McDonald's, #44 Starbucks, #47 Hilton, #51 Royal Caribbean International, #55 Emirates

Questions people ask

Is Lufthansa in the WCRC World's Most Powerful 100 Brands 2026?

Lufthansa was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

Which Hospitality & Travel brands are ranked in 2026?

The most powerful Hospitality & Travel brands in the 2026 ranking are Singapore Airlines (#26), McDonald's (#27), Starbucks (#44), Hilton (#47), Royal Caribbean International (#51), Emirates (#55).