By Southwest Airlines brand strength has slipped from the top of the global rankings for the first time in several years, according to Brand Finance’s Airlines 50 2026 report, published in April. All Nippon Airways (ANA) claimed the number one position with a Brand Strength Index (BSI) score of 90.2 out of 100 and a AAA+ rating.
Southwest Airlines Brand Strength Falls to Joint Second
Southwest dropped to a BSI score of 89.1 and a AAA rating — still an exceptional result, but no longer enough to hold the top spot it had occupied for several consecutive years. The Dallas-based carrier now shares second place with Japan Airlines, meaning Japanese carriers occupy two of the three podium positions simultaneously for the first time in the rankings’ history.
The shift marks a notable turning point for Southwest, which has faced significant operational and strategic pressures in recent years, including widespread criticism following its December 2022 network meltdown and ongoing investor pressure over its business model and route structure.
Japanese Carriers Assert Dominance in Global Brand Rankings
ANA and Japan Airlines together represent a strong showing for Japanese aviation on the world stage. Both carriers are consistently rated among the highest for product quality, punctuality, and passenger experience — factors that Brand Finance weighs alongside financial metrics in its BSI methodology.
Brand Finance publishes its Airlines 50 report annually, assessing carriers on a range of criteria including brand investment, staff satisfaction, customer loyalty, and perceived quality. A AAA+ rating represents the highest tier available, placing ANA in rare company among global aviation brands.
Southwest’s demotion does not reflect a collapse in brand value — a AAA rating still places the carrier among the world’s elite airline brands. However, the loss of the top ranking is a symbolic shift for a carrier that built its identity around customer loyalty and operational simplicity. As competitive pressure from full-service and hybrid carriers intensifies across the US market, maintaining brand equity will be a key battleground for Southwest’s leadership in the years ahead.
