Brand Philosophy

The Companies We Keep

An airport’s brand is a critical marketing promise in the way it presents and competes in the aviation marketplace. Fraport USA believes that our brand philosophy contributes significantly to an airport’s overall brand and the branded experience its customers have when passing through.

We bring the best brands to market. Brands that represent the finest in their categories, from honored local restaurants and regional retailers, to brilliant national and international reputations that add sparkle to the concourse.

Each brand feature – national, local or global – has been carefully selected, not only for its consumer equity, but also for the way the brand owner understands and responds to the unique opportunities presented in airport retail.

And then we apply street pricing – the essential value-based ingredient that labels the entire experience as a promise kept and one to remember and repeat in the minds and actions of customers.

That’s better branding. That’s Fraport USA.