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1. Brand Elements and Differentiation
Name: Pakistan International Airlines (PIA)
URL: www.piac.com.pk
Logo:
Slogan:Great People to Fly With
Come Fly with Us
Ba-Kamal loog Lajawab Service
Color: Green National Flag on aircraft tail
12. Brand Equity:The worth of a brand or A brands power derived from the
goodwill and namerecognition that it has earned over time, which translates into
higher sales volume andhigher profit margins against competing brands
.What potential challenges exist for brand equity in PIA.i The major challenge for
PIA is to improve its quality image. People go for it for the domestic travel for the
reason that it is relatively better and safer than existing airline ,any good
international airline, if it decides to cater Pakistani customers‟ domesticneeds by
entering the market, can seriously hurt PIA. ii. Another challenge is to rigorously
train the staff to improve the service perception ofthe customer.CustomerBased
Brand Equity Model 12
13. Criteria for Choosing Brand Elements Brand elements are those trademark
devices that serve to identify and differentiate the brand. The main ones are brand
names, URLs, logos, symbols, characters, slogan ,jingles, packages and signage
.Memorobility: A necessary condition for building brand equity is achieving high
level ofbrand awareness. PIA is very easily recognized and recalled because it is
named afterthe country‟ s name, has green logo and a very memorable slogan. The
research results show a high level of brand, slogan, and logo
awareness.Meaningfulness: Brand elements can take all kind of meaning, with
either descriptiveor persuasive content.A very important criteria is that the brand
elements should provide(i) General information about the nature of the product
category(ii) Specific information about particular attributes of the product.Pakistan

2. International Airline provides the general information about the productcategoryas
well as some specific information i.e. country of origin, but it does notprovide
information about specific benefit by brand name, slogan or logo.Likability:
Criteria for likability is that brand elements should be fun and interesting, richin
visual and verbal imagery, and aesthetically pleasing. PIA brand logo has a
richvisual imagery that evokes a sense of national connectin the mind of the
customer.Also, the brand name style, and logo are aesthetically very
pleasing.Transferability: Transferability of brand elements means they should be
transferableacross productcategories and across geographical boundaries and
culture. PIA‟ sname, slogan and logo suggest it is an airline, so transferability
across productcategories is limited. Also, as Pakistan is not enjoying a positive
image around the worldat the moment, the brand elements transferability across
geographical boundaries andcultures is limited. Forexample, given the fact that
American culture presentlydominates the world, American Airlines can
successfully operate in most countries if itwishes so. But at the moment Pakistan
International Airline cannot leverage the countryname. 13
14. Boeing 777-200LRBy making effective promotion of our brand PIA we can
attain majority of peopleattention easily by effective communication with our
customer by using Mass Media Holiday Packages Economy Plus/Business
Class Domestic (All Major Cities) National values are strongly associated with
PIA Online Booking/e-Ticketing POD’sEconomyClass Domestic and
International Flights Schedule Airline and Cargo FacilityAdaptability: Brand
elements should be flexible and updatable. PIA has successfullybeen updating
some of its elements, for example slogan. The brand name and logo isalso easily
updatable with a touch of creativity.Protectability: Brand elements must be legally
and competitively protectable. Thebrand elements of PIA are protectable both in
terms of legal and competitive sense, andare registered. Also, PIA is a national flag
carrier which makes its brand elementslegally and competitively protectable. The
fact that the brand is named after thecountry‟ s name, it is unlikely that the brand
name will be copied internationally. POP’s &internet. Positive thing is People are
aware of the signs, slogan, symboland URL of PIA are highly memorable, and
people are well aware with these.A large majority of the respondents were able to
recognize the slogan and logo of PIA,but not associated nowadays air travel with
PIA because of less services provided andhigh fare charged . But we can attain

3. majority of people attention easily with effectivecommunication with customer via
using Mass Media as few people aware of the onlineservices PIA is providing
through its URL, and finds online reservation very convenient.And by offering
various packages and discount to our customer. 14
15. Brand Differentiation:The brand differentiation is basically brought by
positioning of brands. Positioning is theplace which the brand makes in the minds
of the customers or in market.Competitive Position of
PIADifferentiationCompetitive Moves • PIA is having 48.4% market share
internationally and 65% domestically, and PIA has the Market Leader Competitive
Move in Pakistan. • Competitor Attack Strategy • The attack strategy of PIA
against its competitor Air Blue is Flanking Attack Strategy.Positioning of PIAPIA‟
s existing Positioning StrategyCurrently PIA positions itself within the following
positioning strategies.1) Positioning by attributes.2) Positioning by price and
quality.3) Positioning by productuser. 15
16. Positioning by AttributesIn this strategy PIA positions itself in the mind of the
consumers as the reliable airtransport service provider. Because from all the airline
companies of the world PIA hasthe least crash rate. By positioning the reliability
attribute of the airline in the minds ofthe consumers, people prefer to travel from
PIA. Because of the safety attached withthe PIA. Attribute of speed is also attached
with this positioning strategy of PIA. Nomatter the flight takes-off half hour late
but it will reach to the destination on the exacttime i.e. will not be late.
characteristic of safety is also associated with the airline as PIAhas the following
certifications.-European Aviation Safety Agency (EASA)-IATA Operational
Safety Audit (IOSA)-Civil Aviation Authority of Pakistan ( in accordancewith the
International Civil AviationOrganizations Standards)Positioning by Price and
QualityIn this positioning strategy, PIA can paints the image of being the less price
taker byproviding high quality to the customers as compare to the competitors.
Examples isgiven belowIntroduction of New Additional Low CostFlights
Packages“PIA express” PIA introduced additional low costflights. PIA express at
20% less fare.1)This facility is available in Business Plus, Economy Plus &
Economy C lass.2) No meals.3) Stand by fares applicable.Positioning by Product
User.PIA positions itself as an ambassadorof Pakistan in the world. Pakistani
expatriatesresiding outside the country feels proud when they see an airline of their

4. own home-country carrying the national flag. This arises the loyalty factor in the
hearts of theexpatriates and they prefer to travel by PIA. 16