Aviation Management College AIRLINE MARKETING Aviation Management College Brand Management

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.

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.

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.

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 .

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 .

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

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 .

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 -… .

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 .

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 .

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

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

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 .

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

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) .

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

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.

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.

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'

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

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

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

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