COMPANY & TECHNOLOGY OVERVIEWAGENCIES                                                       PROPRIETARY & CONFIDENTIAL    ...
CASE STUDY: REBRANDING FIRM:       American Airlines BUSINESS QUESTION:   What was the impact of American Airlines’ Januar...
REBRANDING: AMERICAN AIRLINES       American Airlines: Brand Baseline          FINDINGS:    (1/1/12 – 1/16/13)  279,164 R...
REBRANDING: AMERICAN AIRLINES       American Airlines: Brand Baseline          FINDINGS:    (1/1/12 – 1/16/13)  279,164 R...
REBRANDING: AMERICAN AIRLINES        American Airlines: Rebrand              FINDINGS:   (1/17/13 – 1/19/13)  2,289 Relev...
REBRANDING: AMERICAN AIRLINES        American Airlines: Rebrand              FINDINGS: “#AmericanAir launched big   (1/17/...
REBRANDING: KEY TAKEAWAYS•   Rebranding presents an opportunity to align the new brand image with consumers’ desired    va...
SO HOW CAN YOUR FIRM OPTIMIZE OVERALL   BRAND STRATEGY FOR PRODUCTS &  SERVICES, AND LAUNCH A SUCCESSFUL        REBRANDING...
SOCIAL INTELLIGENCE VALUE MODELS       EXECUTING A RESEARH-DRIVEN REBRANDING INITIATIVE                                   ...
CRIMSON HEXAGON Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business inte...
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Rebranding American Airlines

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Crimson Hexagon analyzed consumer opinion on American Airlines rebranding initiative, looking at social media opinion before and after the branding changes. More broadly, Crimson Hexagon proposes how social listening can be leveraged in the rebranding process.

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Transcript of "Rebranding American Airlines "

  1. 1. COMPANY & TECHNOLOGY OVERVIEWAGENCIES PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  2. 2. CASE STUDY: REBRANDING FIRM: American Airlines BUSINESS QUESTION: What was the impact of American Airlines’ January 2013 rebranding initiative on the firm’s overall brand reputation? METHOD: Develop a framework for measuring the success of a rebranding campaign by analyzing the online conversations about the brand over a 12-month time period. 1 2 AMERICAN AIRLINES: REACTIONS TO BRAND BASELINE REBRANDING INITIATIVE PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  3. 3. REBRANDING: AMERICAN AIRLINES American Airlines: Brand Baseline FINDINGS: (1/1/12 – 1/16/13)  279,164 Relevant Posts A. Over the last 12 months, 70% of C conversation is unfavorable B. Largest driver of negative commentary is customer service • In addition to specific shortcomings (23%), consumers discuss AA A customer service more broadly, underscoring anB unfavorable brand perception (30%) C. 15% demonstrate brand affinity with American Airlines PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  4. 4. REBRANDING: AMERICAN AIRLINES American Airlines: Brand Baseline FINDINGS: (1/1/12 – 1/16/13)  279,164 Relevant Posts A. Unfavorable consumer opinion of customer service, as well as complaint sharing, persist over the entire calendar year A • Frustration with AA is not seasonal; instead, we find this popular perception drives criticism of the brand (30%) PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  5. 5. REBRANDING: AMERICAN AIRLINES American Airlines: Rebrand FINDINGS: (1/17/13 – 1/19/13)  2,289 Relevant Posts A. Less than one quarter of the A conversation lauds the American Airlines rebrand C B. 17% criticize the new logo, even call B rebranding a waste of money C. Most consumers, however, discredit the initiative altogether; 36% suggest the brand should instead invest resources in improving customer service PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  6. 6. REBRANDING: AMERICAN AIRLINES American Airlines: Rebrand FINDINGS: “#AmericanAir launched big (1/17/13 – 1/19/13)  2,289 Relevant Posts A. Less rebranding this week. of the than one quarter Yet dont A see anything different so far conversation lauds the American @JFK. Same lines. Same stuff. Airlines rebrand new“ Nothing C B. 17% criticize -@rdubofflogo, even call the new B rebranding a waste of money C. Most consumers, however, discredit “New #AmericanAirlines logo - Do the initiativethink a new paint job airlines altogether; 36% suggest the brand should instead makes up for crappy service & invest resources in deficiencies?” operating model improving -@ewvstephens customer service PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  7. 7. REBRANDING: KEY TAKEAWAYS• Rebranding presents an opportunity to align the new brand image with consumers’ desired value elements • Over the last year, 53% of conversation about American Airlines consisted of customer service criticism • AA’s brand re-launch inspired commentary that did not reflect new brand affinity; instead, consumers were quick to point out the rebrand does not solve the airline’s unsatisfactory customer service (36%)• American Airlines can launch a new customer service initiative emblazoned with the rebranded logo to proactively combat existing, unfavorable brand associations• By analyzing reactions to subsequent brand messaging, AA can determine the net impact on consumer perception of customer service PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  8. 8. SO HOW CAN YOUR FIRM OPTIMIZE OVERALL BRAND STRATEGY FOR PRODUCTS & SERVICES, AND LAUNCH A SUCCESSFUL REBRANDING CAMPAIGN? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  9. 9. SOCIAL INTELLIGENCE VALUE MODELS EXECUTING A RESEARH-DRIVEN REBRANDING INITIATIVE PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  10. 10. CRIMSON HEXAGON Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and many more. For more information go to: http://www.crimsonhexagon.com. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

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