Future of Aviation Brands (original) (raw)

In this study, by emphasizing the importance of brand equity and branding in terms of internationalization, the effects of quality brand perception and a strong brand positioning on product/service preference in civil airline transportation have been tried to be explained in line with service marketing strategies and through descriptive content analysis method. The data collected from the literature about civil air transport companies with the traditional compilation method have evaluated in detail through descriptive content analysis. According to the results obtained, it has been understood that the customer-consumer satisfaction factors to be obtained from the purchased products/services and their differences from competing businesses should be explained to customers/consumers in detail, and suggestions have been made to civil airline companies in order to be more preferred and gain customer loyalty.

Based on the Brand Assets Management model by Scott M. Davis, this paper analysed the brand vison, brand picture and brand strategy of AirAsia. The results show the clarity of brand vision on the aspirations of the company, the understanding of consumer need and image of AirAsia in the brand picture phase, the distinctive positioning of the brand as the leader of its product category as well as being able to realise the brand promise and finally the achievements of the company in terms of passenger load, sales and profits. The framework shows the importance of a clear and resolute brand vision and values that form the basis for management strategy and tactics. AirAsia's brand vision to be the leader in the region provides the direction for the development of brand strategy as well as other financial and operational decisions to realise the brand promise.

Brands actively take part as major players in all daily life practices ranging from economy, socio-cultural fields, sports and music in current modern societies. This study will present public relations works carried out by brands in order to create and develop a brand identity, the importance of these works, their principles, management phases, relations with target audience and tools and analyze branding process of Turkish Airlines that is one of the global brands of Turkey and its current position. Semi-structured interview technique, which is one of the qualitative research methods, will be used in this study, where branding process of THY and its public relations activities during this process will be analyzed. Accordingly, interviews will be made with directors of marketing, PR, corporate communication and customer relations management departments, which constitute PR activities of THY. Literature Review Brand The name "brand" was derived from old Norwegian language word "brandr" which means "to fire with light" and it had a mighty progress till modern life at 11th century (Keller,1998:2). Brands actively take part as major players in all daily life practices ranging from economy, socio-cultural fields, sports and music current modern societies. According to Schultz and the others (1993:304) brand is a service and product that presents with a name, symbol, graphic and other visible, recognizable and identifiable elements and embraces such features; ▲ should be preserved by legislation. ▲ should add a perceptual value to the relation between the customer and the seller. ▲ should incorporate financial values. ▲ should possess an ongoing value management by the owner of a trademark.

This study aims to investigate the direct effect of country branding on competitive advantage, applying it to the commercial aviation industry in Egypt. The results of the analysis showed that there is a positive relationship between the country branding and competitive advantage in Egyptian commercial aviation industry. The study reached a number of results, the most important of which are: the necessity of concluding strategic alliances for the purpose of establishing new airports and developing the existing ones, increasing the air fleet, in order to accommodate and increase the number of flights and achieve a competitive advantage, thus building a good reputation for the country and building a brand for the nation, which contributes to attracting more air traffic.

There is increasing consumer involvement and hence, investor interest in the airlines industry, as far as emerging economies is concerned. A study of the literature by the authors did not produce any research paper on the process drivers of brand equity in the context of airlines. Therefore, the present study makes an attempt to address this gap. The primary research question is: What are the driving factors for building brand equity in the case of airline services? This paper uses a “two-case” multiple-case design employing theoretical replication. The cases are based on two Indian organizations, Indigo Airlines and Go Air. Both these businesses are similar in many aspects but have achieved very contrasting outcomes. The primary research question is broken down into following two secondary research questions. How is Indigo Airlines building its brand? How is Go Air building its brand? Data collection involved use of documents, archives, observations, participant-observations, and s...