Branding of Airlines
INTRODUCTION
In a consumer world that is ruled by brand names, it has never been more important for an airline to have the right public image. If the national flag and perhaps a catchy logo on planes, counters and ticket covers were sufficient in the olden days, today branding is a science of its own.
Half a dozen branding agencies, most of them based in London and the USA, are fighting not just on behalf of toothpaste or cars but, with dogged determination, in the aviation industry over budgets worth millions. "The airlines are much more conscious today that branding can be a question of survival," says David Davis of the Future Brand agency. It is not just a matter of appearing attractive to one’s own staff and one’s customers. With all the consolidation going on in the world of aviation it is important in the industry as well to give off the right aura. This can determine whether an airline itself is viewed as a potential acquirer or merely as a target for take-over by a stronger brand.
"In an environment of market consolidation a powerful brand is particularly important for airlines," says James Gregory of Corporate Branding, an international firm of branding consultants. "The brand can determine whether a merger will be successful or fail, depending on how the brand is perceived and nurtured. According to rankings maintained by Corporate Branding the strongest brands in aviation are currently Delta Air Lines, Southwest and British Airways, whereas US Airways, United and American occupy only positions seven to nine in the Top Ten.
A brand makeover, or rebranding as it is called, is not something to take on lightly. "Rebranding or even the introduction of a new logo should be a sign of change within the company," says Charles Wrench, head of the London office of Landor Associates, one of the biggest branding agencies. "If that is not the case, then it is dishonest, a promise that cannot be kept . And it is expensive as well: bmi british midland’s total
In a consumer world that is ruled by brand names, it has never been more important for an airline to have the right public image. If the national flag and perhaps a catchy logo on planes, counters and ticket covers were sufficient in the olden days, today branding is a science of its own.
Half a dozen branding agencies, most of them based in London and the USA, are fighting not just on behalf of toothpaste or cars but, with dogged determination, in the aviation industry over budgets worth millions. "The airlines are much more conscious today that branding can be a question of survival," says David Davis of the Future Brand agency. It is not just a matter of appearing attractive to one’s own staff and one’s customers. With all the consolidation going on in the world of aviation it is important in the industry as well to give off the right aura. This can determine whether an airline itself is viewed as a potential acquirer or merely as a target for take-over by a stronger brand.
"In an environment of market consolidation a powerful brand is particularly important for airlines," says James Gregory of Corporate Branding, an international firm of branding consultants. "The brand can determine whether a merger will be successful or fail, depending on how the brand is perceived and nurtured. According to rankings maintained by Corporate Branding the strongest brands in aviation are currently Delta Air Lines, Southwest and British Airways, whereas US Airways, United and American occupy only positions seven to nine in the Top Ten.
A brand makeover, or rebranding as it is called, is not something to take on lightly. "Rebranding or even the introduction of a new logo should be a sign of change within the company," says Charles Wrench, head of the London office of Landor Associates, one of the biggest branding agencies. "If that is not the case, then it is dishonest, a promise that cannot be kept . And it is expensive as well: bmi british midland’s total