Easyjet
Strategic Brand Management
Strategic Brand Management Ciela Irambona IBP-‐ESDES 25 October 2012
1. What are the main sources of equity for the brand? Brand equity helps the customers to recognize the brand among other brands quickly and to simplify the buying decision process. It is the differential effect of brand knowledge on consumer responses to the marketing of a brand. The two components of Brand equity are Brand awareness and Brand image. The main goal is to make sure that the way the consumer perceives the brand and the way the brand owner defines what the brand stands for overlap as much as possible. EasyJet derives the most from the perceived quality. “The perceived quality refers to; A customer’ opinion of a product’ value to him or her. It may have little or nothing to do with the product’s market price and depends on the product’s availability to satisfy his or her needs or requirements”1 Easyjet is really focusing on this aspect because they are expanding and they are already flying to 129 destinations mainly in Europe. The second source is loyalty, they try to exceed or meet the passengers expectations to make sure they will fly with EasyJet. They control whether the passengers enjoyed their flights by sending a questionnaire to the passenger several days after they have flown with EasyJet.
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Brand Management. (n.d.). Scribd. Retrieved October 23, 2012, from http://www.scribd.com/doc/75378880/Brand-‐ Management-‐Report-‐ 2 Car hire Malaga Airport from £7/day | Cheap car rental in
Strategic Brand Management Ciela Irambona IBP-‐ESDES 25 October 2012
1. What are the main sources of equity for the brand? Brand equity helps the customers to recognize the brand among other brands quickly and to simplify the buying decision process. It is the differential effect of brand knowledge on consumer responses to the marketing of a brand. The two components of Brand equity are Brand awareness and Brand image. The main goal is to make sure that the way the consumer perceives the brand and the way the brand owner defines what the brand stands for overlap as much as possible. EasyJet derives the most from the perceived quality. “The perceived quality refers to; A customer’ opinion of a product’ value to him or her. It may have little or nothing to do with the product’s market price and depends on the product’s availability to satisfy his or her needs or requirements”1 Easyjet is really focusing on this aspect because they are expanding and they are already flying to 129 destinations mainly in Europe. The second source is loyalty, they try to exceed or meet the passengers expectations to make sure they will fly with EasyJet. They control whether the passengers enjoyed their flights by sending a questionnaire to the passenger several days after they have flown with EasyJet.
11
Brand Management. (n.d.). Scribd. Retrieved October 23, 2012, from http://www.scribd.com/doc/75378880/Brand-‐ Management-‐Report-‐ 2 Car hire Malaga Airport from £7/day | Cheap car rental in