This document provides a brand audit of an Indian airline. It summarizes the airline's growth from 2005 when it placed an order for 100 aircraft and planned operations in 2006, to becoming India's largest airline by market share in 2012. Key points include having 100 aircraft currently all from the Airbus A320 family, operating 534 daily flights to 37 destinations including 5 international routes. The brand is characterized as consistently cheeky with clear messaging around being a low fare airline with professional customer service and honest handling of delays. Potential brand extensions into courier and taxi services are proposed.

1. Brand Audit
Sahil Avi Kapoor
2014 01 21 136
PGP 1 (B)

2. 2005
Placed an order
for 100 Airbus
A320 aircrafts.
Plan to commence
operations by mid
2006
2010
ReplacedAir
India as third
top airline in
India with
17.3% market
share
2011
Sign $15 Billion
deal for 180
aircrafts;
Replace
Kingfisher at
NumberTwo
2012
Number 1 in
India with 27%
market share;
International
flight to Dubai
32.6%
Market Share
as of May 2014
534
Daily Flights
37
Destinations
including 5 international
100
Aircrafts
(all of AirbusA320 family)
1 Brand Story 432 5
2006
Commenced
operations with
Delhi-Guwahati-
Imphal route; 6
aircraft fleet by
year end
2014
Receive 100th
Airbus. Place
order for 250
more.

3. 1 Brand Salience 432 5
What’s special?

4. What’s special?
1 Brand Salience 432 5

5. What’s special?
1 Brand Salience 432 5

6. What’s special?
1 Brand Salience 432 5

7. Consistently Cheeky!
1 BrandVoice 432 5

8. Crystal Clear Messaging!
One type of airline | Brand new Airbus A320s
One type of fare | Low
One type of customer service | Professional
One way to deal with delays and cancellations | Honestly
1 BrandVoice 432 5

9. 1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience

10. 1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
India’s largest Airlines
Largest aircraft fleet
Maximum routes

11. 1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
OnTime Service
Competitive Prices
Spotless Interiors
Courteous Staff

12. 1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
Fun, Cheeky and Spunky
Youthful

13. 1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
Always OnTime
High Professionalism
Quality Experience
Comfortable

14. 1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
Satisfaction
HighValue for Money
Dependable

15. 1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
High Loyalty
Personal Attachment
Reliability

16. 1 Brand Extensions432 5
Courier Services
Low Cost
Fastest Delivery
Always OnTime
Maximum Routes
The Most Reliable
CargoCourier
Seamless Integration

17. 1 Brand Extensions432 5
Taxi Services
Low Cost
All New Cars
Always OnTime
Maximum Routes
The Most Reliable
TaxisAirlines
Customer Remains King

18. ThankYou!