The inside story of Emirates’ global success

Sardar Khan worked in Dubai for Emirates airline for 28 years. He rose from Advertising Controller to Head of Corporate Communications, Marketing and Brand across a large part of the world.

Sardar and his colleagues led Emirates from being a small regional carrier to one of the most famous and successful brands in the world - named by Brand Finance as the world’s most valuable airline brand, five years in a row.

Now, Sardar is able to look back objectively at the brand’s vision and achievements, and the lessons he learned along the flightpath.