This is the mandate of one of the most visible, most conspicuous brands in the country. And this self-given mandate comes from none other than the steward of the brand for 11 years, Akbar Al Baker, CEO, Qatar Airways.

Al Baker is succinct when we ask him how he feels having nurtured Brand Qatar Airways for nearly a decade. "I am never complacent and do not intend to rest on my laurels. I firmly believe in further growing our international network at an unprecedented rate. We continue to innovate to remain competitive." It is this continuous thirst to better the best right at the top that speaks through the airlines setting new records, charting new routes. He tells us about the way the brand has been positioned after a distinct vision, the lessons that the brand has incorporated for itself and where he sees the brand in three years time.

|q|  Qatar Airways figures in the Forbes Arabia list. What has been the vision behind this brand?
|a|  Qatar Airways is recognised as one of the fastest-growing airlines and a leading airline in the area of service innovation and hospitality. Our acclaimed personalised service and Arabic hospitality, along with a world class entertainment system onboard one of the world's most modern fleets, renowned cuisine, and an expanding global network, makes us one of the best airlines in the world. When the airline was launched in 1997, it was the vision of HH The Emir of the State of Qatar, to create an airline of choice; a global hub premium airline which the people of Qatar would be proud of and one which would be a trendsetter for the aviation industry worldwide because of the superior levels of service it offers.
It's been just over 11 years since the airline's launch and Qatar Airways has gone a long way towards achieving this through the numerous international accolades it has been honoured with for excellence in service.
With this in mind, our mandate is clear Ð to be best
airline in the world.

|q|  If you were to describe your brand in five words, what would it be?
|a|  Generous, progressive, bold, confident and innovative. These are the attributes we strongly believe in - and are key assets the airline has developed over the years, earning praise among industry peers and passengers alike. Major drivers of the brand are our excellent customer service, state-of-the art innovative products, world-class technology and genuine hospitality and excellence in everything we do.

|q|  Has the brand moved away from the original vision with which it was set up?
If so, in what way?
|a|  The brand has strengthened and become bolder as the airline has grown. We now have 'Qatar' in large capital letters on our aircraft, reflecting the confidence and pride that the airline has demonstrated as the country's national carrier.  Throughout our short history, Qatar Airways has remained true to its brand attributes and core values. We continuously drive innovation to challenge the industry and to be ahead of our competitors. To promote Qatar Airways on the global stage we recently unveiled a brand new global television, print and online advertising campaign focusing on these key attributes and adopting the new tagline, 'World's 5-star Airline'.

|q|  An airline's brand success is a lot to do with the acculturation of its crew. With high turnover, this must be a challenge. What does the company do to communicate with its staff?
|a|  We have a comprehensive training programme for cabin and flight crew. Our Human Resources department is constantly recruiting new staff from around the world to support our phenomenal growth and expansion plans. As a quality Five-star premium carrier, we do not compromise on the quality of the people we employ. At Qatar Airways, we only hire the most appropriate professionals with the right positive attitude. Many of our employees have been with the airline for a long time - even since the launch - and take pride being part of Qatar Airways' success story. Our numerous awards prove that we are successful with this policy. For example, the latest Skytrax Awards have positioned Qatar Airways' cabin crew as Best in the Middle East for the sixth straight year, further cementing Qatar Airways' reputation as a quality, service-led Five-Star airline.

|q|  What more towards a homogenous 'Brand Qatar Airways'?
|a|  Qatar Airways is recognised globally as a premium brand. This is the result of years of hard work and consistent application of an effective brand building strategy across the company. Senior management at the airline takes a proactive role in the company's brand development and are fully committed to Qatar Airways' brand values. These values are permeated in every facet of our business and underline every activity in our organisation.

|q|  In your view, how much of brand positioning happens by outright direct advertising? And how much is a factor of the service angle that is very important in the airlines sector?
|a|  We have always delivered on its brand promises that you see in our advertising campaigns. As an award winning airline, we work hard in delivering a consistent level of service that surpasses expectations each day by delivering the most efficient, comfortable and superior means of air travel for all our guests, and customers, both in the sky and on the ground.

|q|  11 years into the stewardship of brand Qatar Airways. What does it mean to you? Are you happy the way things have turned out?
|a|  I am never complacent and do not intend to rest on my laurels. I firmly believe in further growing our international network at an unprecedented rate and to continue providing our passengers with the best levels of service that consistently surpasses the expectations of our most discerning customers. This means, of course, setting the pace as a trendsetter within the industry through the early adoption of latest technologies and other innovations. We benchmark Qatar Airways against other airlines and ourselves, so there is no room to be complacent. We continue to innovate to remain competitive.

|q|  Where do you see the brand Qatar Airways in three years time?
|a|  We will continue our successful expansion and further strengthen our reputation as the world's leading premium airline. In the area of brand development, the Qatar Airways brand name will become synonymous with top-end quality in all corners of the globe.