2. 1. What is branding?
• Branding is a set of marketing and communication
methods that help to distinguish a company or
products from competitors, aiming to create a
lasting impression in the minds of customers. The
key components that form a brand's toolbox
include a brand’s identity, brand communication
(such as by logos and trademarks), brand
awareness, brand loyalty, and various branding
(brand management) strategies.[4]
3. 1. What is branding?
• Brand equity is 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
favours it 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 of product differentiation.[6]
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]
10. British Airways Failed Exercise
• Former Prime Minister Margaret Thatcher showed her
displeasure at the designs by covering one of the new
tailfins on a model 747 with a handkerchief. She
declared, "We fly the British flag, not these awful
things."
11.
12. 3. Brand Awareness
• Brand awareness
• Brand awareness involves a customers' ability to recall
and/or recognise brands, 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
- Nok Air 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
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 Travellers must
- Tangible luxury product
- Reliability
- Frequencies
- Brand Position of Thai Airlines?
- TG/FD/SL/DD/PG?
![1. What is branding?
• Branding is a set of marketing and communication
methods that help to distinguish a company or
products from competitors, aiming to create a
lasting impression in the minds of customers. The
key components that form a brand's toolbox
include a brand’s identity, brand communication
(such as by logos and trademarks), brand
awareness, brand loyalty, and various branding
(brand management) strategies.[4]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)