This document discusses airline branding. It defines branding as a set of marketing methods used to distinguish a company from competitors and create lasting impressions. Branding tools include identity, communication, awareness, loyalty and strategies. Brand equity is the value of a brand and is measured by assessing these components. The document then discusses corporate brand identity, brand awareness, brand elements like name and logo, brand extension, co-branding, rebranding and brand positioning. It provides examples of these concepts from airlines like British Airways, EasyJet, Air Asia, Nok Air, Thai Airways, Tiger Airways and others.

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

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]

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 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."

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

16. 5. Brand Extension

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

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 Travellers must
- 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