Emirates is seen as a different airline in Brazil. Its services, treatment and quality are seen as better than others. “If it's associated with Dubai, it's something prestigious. Luxurious and expensive," says Maria Florencia, a 59-year-old mother.
The brand also is closely associated with Dubai and the Arab world, and so ends up being labeled as luxurious, expensive and chic. "They seem to be more caring, human and joyful. The impression is that they want to be innovative, different than it has been until today, and I think that gap is in attendance," says José Henrique, a 51-year-old entrepreneur.
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