Brand Audit Singapore Airlines

Table
of
contents

INTRODUCTION ............................................................................................................................................1
 BRAND INVENTORY.....................................................................................................................................2
 THE SIA HISTORY ...........................................................................................................................................2
 BRAND ELEMENTS ..........................................................................................................................................2
 MISSION, STRATEGY AND POSITIONING..........................................................................................................3
 PROFILE OF COMPETITIVE BRANDS .................................................................................................................4 BRAND EXPLORATORY ..............................................................................................................................5
 CONSUMER ANALYSIS ....................................................................................................................................5
 SOURCES OF BRAND EQUITY ...........................................................................................................................5
 ASSOCIATIONS ................................................................................................................................................5
 BRAND AWARENESS .......................................................................................................................................5
 FAVOURABILITY .............................................................................................................................................6
 UNIQUENESS OF BRAND ASSOCIATIONS .........................................................................................................7
 CUSTOMER