1. Aviation Management College
AIRLINE MARKETING
Aviation Management College
Brand Management

2. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
What is A Brand?
Branding is not marketing.
It is an integral part of marketing strategy.
It is an important part of how organisation interact with clients, prospects, vendors, employees, and anyone else in contact.
Branding creates an image.

3. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
Branding definition
American Marketing Association defines
a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

4. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
Brand & Commodities in Airline
Brand – a situation where customers do perceived significant differences in the airline product as compared with other airlines/competitors.
Commodity - Something that is required/demanded by the customers but have less/no significant differentiation with other airlines/competitors.

5. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
Commodity in Airline Product
Holiday Traveler - dependant on package holiday arrangements
Group Tour Traveler - dependant on charter flight arrangements .

6. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
Brand – Tangible Goods
- More important for tangible products
Differentiations through senses of taste,
appearance, smell, feel, etc.
- Because easily copied or reproduce.
Airline Product
Seat comfort
Food service
In-flight service .

7. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College .
Brand – Tangible Airline Product
Seat comfort
Food service
In-flight service
Tangible products are easily matched

8. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
Effective Branding
Tangible brand value are easily matched
Psychological brand is the more effective
Not easily copied b competitors
If successful only after a great deal of time, effort & money .

9. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
Psychological Branding
BMW/Mercedes – symbol of success
Rolex/Omega – symbol of success
100 plus/Isotonic – symbol of energy
Disney/Universal Studio– fun & entertainment
Marks & Spencer – trustworthy
Body Shops – greenness & environmental friendly
MAS - …..
Air Asia - ….
SIA - …..
Emirates Air -… .

10. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
WHY BRANDS?
It adds value to product
eg., BMW, Hilton,
2. Assist in establishing & maintaining control on distribution channels
- mostly wholesalers/retailers in control ,
- manufactures brand
- in-house brand/own-label .

11. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
BATTLE TO CONTROL DISTRIBUTION CHANNEL
Among airlines
Tour operators
Travel agency
Other wholesaler
Airline cannot ensure that the channel members will channel the traveler to them instead of competitor .

12. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College .
BRAND BUILDNG in AIRLINE INDUSTRY
Foundation of Brand-Building
Corporate brand – carries corporate identity
e.g., Ford % Philip; Airline – MAS, SIA
Sub-brands – exist under the corporate umbrella
e.g., Ford Focus, Toyota Rush, MAS Firefly

13. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College .
BRAND BUILDNG in AIRLINE INDUSTRY
Foundation of Brand-Building
Corporate brand – carries corporate identity
e.g., Ford % Philip; Airline – MAS, SIA
Sub-brands – exist under the corporate umbrella
e.g., Ford Focus, Toyota Rush, MAS Firefly

14. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
BRAND BUILDNG in AIRLINE INDUSTRY
2. Positioning Brands
Values to position the brand; a mix of tangible & psychological value
Airline Business Strategy; target market, freight, etc
Customers needs in selecting airlines; all that u can think off .

15. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College .
BRAND BUILDNG in AIRLINE INDUSTRY
Difficulty in positioning
Business Travel; status conscious/high yield
Leisure travel ; high volume but low/cheap fare
Separate branding exercise program

16. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
BRAND BUILDNG in AIRLINE INDUSTRY
Brand Build-Building Process
Decides on the value
Deliver what is promise
e.g., Safety ‘ safe journey all the way’, etc…
e.g., Punctuality ‘Europe’s most punctual airline’. ..
Marketing communication
e.g., media advertising, sponsorship (environment/EPL) .

17. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
What constitute Brand strategy cont:
- How to advertise,
- What to advertise
- Where to advertise
- When to advertise

18. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
Your brand is derived from:
who you are,
who you want to be and
who people perceive you to be.

19. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
The Result of a Good Branding cont:
It add values to product, allows to
sell at premium price
gives you a major edge in
increasingly competitive markets
- branding creates loyalty.

20. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
The Result of a Good Branding:
your brand is your promise to your customer
It tells them what they can expect from your products and services
and it differentiates your offering from your competitors'

21. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
The benefits of a good brand:
Delivers the message clearly
Confirms on credibility
Connects with prospects emotionally
Motivates the buyer
Concrete User Loyalty

22. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
What constitute Brand strategy:
- Who you are,
- Who you want to be and
- People perceive you to be

23. Aviation Management College
Brand Management
AIRLINE MARKETING
Aviation Management College
What constitute Brand strategy cont:
Whom to communicate and deliver
the messages.
- The distribution channels
What you communicate visually and
verbally

24. Aviation Management College Each Day and Every Other Day
Brand Management
AIRLINE MARKETING
Aviation Management College
HAVE A GOOD DAY
Each Day and Every Other Day