“Comparative and Competitive study of the corporate identity of the domestic airlines and design a Facelift and image-refurbishment strategy for one of them. ”

1. IPT102
Inter-Disciplinary Project
“Comparative and Competitive study of
the corporate identity of the domestic
airlines and design a Facelift and
image-refurbishment strategy for one
of them”
Submitted by:
Mohit Thada
Ishant Mohanty
Parvesh Taneja
Mayank Gupta

2. What is a brand?
Unique design, sign, symbol, words, or a combination of
these, employed in creating an image that identifies
a product and differentiates it from its competitors. Over time,
this image becomes associated with a level of
credibility, quality, and satisfaction in the consumer's mind.
Thus brands help harried consumers in crowded
and complex marketplace, by standing for
certain benefits and value. Legal name for a brand
is trademark and, when it identifies or represents a firm, it
is called a brand name. See also corporate identity.

3. What is Rebranding?
 Rebranding is a marketing strategy which is
created for an established brand.
 Rebranding is the creation of a new look and feel for
an established product in order to differentiate the
product from its competitors.
 Rebranding efforts may include a name change, new
logo or packaging and updated marketing materials.
 With the intention of developing a new, differentiated
identity in the minds of consumers, investors, and
competitors.
 The goal of rebranding is to influence a customer's
perception about a product or service by revitalizing
the brand and making it seem more modern and
relevant to the customer's needs.

4. Some Famous brands that
Decided to Go for Rebranding

5. What is rebranding an airline ?
 Rebranding an Airline is like changing the LOGO of
the company, changing the name of that company,
to influence the customers perception about that
company.
 It is just like a publicity stunt which is done to attract
the people towards that product.
 It is same as other rebranding’s just the difference is
that it deals only with airline.

6. REBRANDED AIRLINES
IN INDIA
Air Deccan
Air Sahara
Indian Airlines
Damania Airways

7. Air Deccan
 Air Deccan commenced operations in the year 25 august
2004 . Three years later they merged with Kingfisher Airline
and rebranded as kingfisher RED.
 kingfisher RED, known formerly as Simplifly Deccan and
prior to that as Air Deccan, was a low-cost brand run
by Kingfisher Airlines

8. Air Sahara
 In the year 2006 Air Sahara merged with jet airways and
rebranded as JET LITE.
 Later in the year 2012 JET LITE merged with JET
KONNECT which also belongs to JET AIRWAYS

9. Indian Airlines
 Indian airlines which is said to be one of the airline which
is present from the very beginning when aviation started
in INDIA.

10. Damania Airways
 Damania airways which was founded in the year
1993 was rebranded as SKYLINE NEPC .

11. Some International Rebranded
Airlines
 United and Continental Airlines
 Air France
 American Airlines
 Kenya Airways
 Japan Airlines Limited
 Air New Zealand
 Tiger Airways rebrands as Tigerai
 virgin
 Swiss
 British
 Aerofloat

12. United and Continental
Airlines
 United and Continental Airlines, the third- and
fourth-largest U.S. carriers respectively, merged
together.

13. Air France
 Operating since 1933, Air France has become one of the
biggest and most recognized airlines in the world,
traveling to nearly 100 countries.

14. American
Airlines

15. Kenya Airways

16. Survey (88 responses)

21. Interview with Wieden + Kennedy
Wieden+Kennedy is an
independently owned
American advertising
agency best known for
its work for Nike.
Founded by Dan
Wieden and David
Kennedy, and
headquartered in
Portland, Oregon, it is
one of the largest
independently-owned
advertising agencies in
the world.

22. SpiceJet is a low cost, no-frills
airline that takes air travel to
the vast numbers of potential
air passengers all over India

23. The brand personality
• Smart, energetic and vibrant.
• Youthful, flexible, dynamic.
• Warm and inviting to all.
• Tech savvy, reliable, modern

24. NEW
Spicejet

25. Inspiration

27. Signature
Derived from a shape of red chilli with a airplane in it.
Typography
The use of lower case for the logotype makes the brand
youthful and approachable.
A clean, italics font connotes efficiency and dynamism.
Colour
Red and orange are warm colours: bold, energetic and
attractive. Derived from the colour of red chilli and
turmeric.