Airline Branding airline branding 90.pdf

Airline Branding airline branding 90.pdf

1. Airline Marketing 9:
Branding
DrNarudh Cheramakara
Bangkok University
1/2017

2. 1. What is branding?
•Brandingis a set ofmarketingand communication
methods that help to distinguish acompanyor
products from competitors, aiming to create a
lasting impression in the minds ofcustomers. The
key components that form a brand's toolbox
include a brand’s identity, brand communication
(such as bylogosandtrademarks), brand
awareness,brand loyalty, and various branding
(brand management) strategies.
[4]

3. 1. What is branding?
•Brand equityis the measurable totality of a brand's worth
and is validated by assessing the effectiveness of these
branding components.
[5]
As markets become increasingly
dynamic and fluctuating, brand equity is a marketing
technique to increase customer satisfaction and customer
loyalty, with side effects like reduced price sensitivity.
[4]
A
brand is in essence a promise to its customers of they can
expect from their products, as well as emotional
benefits.
[4]
When a customer is familiar with a brand, or
favoursit incomparably to its competitors, this is when a
corporation has reached a high level of brand equity.
[5]
•Many companies believe that there is often little to
differentiate between several types of products in the 21st
century, and therefore branding is one of a few remaining
forms ofproduct differentiation.
[6]

4. 2. Corporate Brand Identity
•http://www.logodesignlove.com/images/guidelines
/british-airways-brand-guidelines.pdf

5. 2. Corporate Brand Identity
Corporate brand identity[edit]
Brand identity is the embodiment behind a corporation's reason for
existence.Simply, the brand identity is a set of individual components, such
as a name, a design, a set of imagery, a slogan, a vision, etc. which set the
brand aside from others.
[19][20]
In order for a company to exude a strong
sense of brand identity, it must have an in-depth understanding of its target
market, competitors and the surrounding business environment.
[4]
Brand
identity includes both the core identity and the extended identity.
[4]
The core identity reflects consistent long-term associations with the brand;
whereas the extended identity involves the intricate details of the brand that
help generate a constant motif.
[4]

8. Which is which?

9. Corporate Identity style
•National Flag
•Bird
•National Icon
•LCCs tend to be more creative

10. British Airways Failed Exercise
•Former Prime MinisterMargaret Thatchershowed her
displeasure at the designs by covering one of the new
tailfins on a model747with a handkerchief. She
declared, "We fly the British flag, not these awful
things."

12. 3. Brand Awareness
•Brand awareness
•Brand awarenessinvolves a customers' ability to recall
and/or recognisebrands, logos and branded advertising.
Brands helps customers to understand which brands or
products belong to which product or service category.
•Brands assist customers to understand the constellation
of benefits offered by individual brands.
•Brand awareness is a key step in the customer's purchase
decision process, since some kind of awareness is a
precondition to purchasing. That is, customers will not
consider a brand if they are not aware of it. –Lion Air
Initially
•Top-of-mind: Mama, Toyota, Hoover, Lay’s, etc.

13. 3. Brand Awareness
•Brand awareness
-NokAir issue in the international market
-Etihad had the same issue initially as no
One can spell the name.

14. 4. Brand Elements
•name: the word or words used to identify a company,
product, service, or concept
•logo: the visual trademark that identifies a brand
•tagline or catchphrase: ใครใครก็บินได้
•graphics:

15. 4. Brand Elements
•shapes: the distinctive shapes of the Coca-Cola bottle
and of the Volkswagen Beetle are trademarked
elements of those brands
•colors: Thai airways’ purple
•scents: TG Coffee smell
•tastes: Cathay Delight
MAS Satay

16. 5. Brand Extension

17. 5. Brand Extension
•EasyJet
•Air Asia
•NokAir

18. 6. Co-branding

20. 7. Rebranding: Modernise

21. Rebranding for practical Reasons
(Composite material)

22. Rebranding: Eliminate Bad
reputation

23. 8. Brand Positioning
•Once a decision has been taken as to the basis for
brand building, airlines
•must decide on the values that will position their
brand. These must
•encompass a proper mixture of Tangible and
Psychological brand values,
•so that the brand is both powerful and defendable

24. 8. Brand Positioning
•Some airlines target mainly the business
airtraveller. Others are more leisure-market
orientated
•Many carriers aim at a presence in all the major
market segments, a strategy which carries with it
especial brand positioning problems

25. 8. Brand Positioning
•Targeting Business Travellersmust
-Tangible luxury product
-Reliability
-Frequencies
-Brand Position of Thai Airlines?
-TG/FD/SL/DD/PG?

26. Porter AIrlines

28. Cool Airline Brands: KLM
https://www.youtube.com/watch?v=j73RJiJSw
XE
https://www.youtube.com/watch?v=Qd3GInB
KjZY

29. •https://www.youtube.com/watch?v=0N3J6fE-
0JI&t=5s