Branding and Brand Management for Airlines- myassignmenthelp

Question: Discuss about theBranding and Brand Management for Singapore Airlines. Answer: Introduction Branding helps in differentiating the products from its competitors that helps to reduce the risks for the consumers (Holt 2016). The report highlights the brands management practices of the world renowned Singapore Airlines also known as SIA. The airlines company has always led major focus on offering high quality customer services with upgraded technology and innovative practices. Since the year 1972, Singapore airlines have been popular via its brand icon called Singapore Girl. This icon has been identified as the airlines main brand, which showcases it as being warm, caring and gentle. The brand analysis of the company will furthermore help in ascertaining its present scenario. Company background Singapore Airlines is an Iconic and one of the excellent brands from Asia. It has continuously been the most profitable airlines at a global level. It has always the reputation of being industry challenger and a trend setter in the environment (Singaporeair.com. 2018). The Singapore Airlines due to its unique brand strategies have been able to gain maximum advantages over its customers. It is also considered to be one of the most admired companies of the world. Singapore Airlines has implemented service and branded product strategy since a long time. The company has remained faithful to their brand attribute till 44 years of the companys origin. Singapore Airlines was totally in a different position during its development phase. At that there were no domestic routes to serve and the organization was immediately forced to compete with international airlines for routes. This competition was fierce to get access to airports, securing landing rights, flight slobs and furthermore attract and retain new customer base (Theurer et al. 2018). In the recent times, Singapore Airlines flies across 60 cities in more than 30 nations throughout the world. The subsidiary companys includes SIA Engineering Company, Singapore Airlines Cargo, Scoot and Trade winds Tours and Travels. The organization is owned and managed by the 56% Singapore state investment firm that has Temasek Holdings. Analysis of brand Excellent customer services, best technology, high quality and innovation are the main driver of the brands (Mumby 2016). Singapore Airlines have pioneered various in-flight entertainment and experiential innovations that strives to be the best. SIA has been the fist airlines company to initiate choice of meals, free headphones, alcoholic or non-alcoholic beverages. In addition to this hot towels, video on demand and personal entertainment systems in all cabins are also provided. Recently, the company has differentiated its brands experience via several in-flight perks. Book the Cook is one such example, where passengers can freely choose their main course prepared by the airlines culinary panel just before their flight. The organization put major emphasis on Innovation, which is a vital part of the brand (Baumeister, Scherer and Wangenheim 2015). The combined experiences and cabin ambience are the major factors responsible for the brands success. Singapore airlines were the first airline company in the world to fly Airbus A-380 between Sydney and Australia and increased its brand value. It has been the first airlines in the world to continually bringing improvements to upgrade their brand experiences. Application of Brand Equity Brand equity describes the brand value of a product or services. Singapore Airlines has positive brand equity as the people thinks very highly of its brand. The iconic brand Singapore airline reflects the comfort, luxury and extra ordinary services as well as the major Singapore Girl. Its effective brand equity have also added value to the Airlines Company and gained success from its adopted marketing strategies. The company has good brand awareness and frequently communicates its product value through television commercials, sponsorships and print media (Campelo et al. 2104). Singapore Airlines has created high brand awareness and also raised the perceived value of their product and services, since its inception in 1972. In the current scenario, SIA was the first airline company to start all the business class flights that runs between New York and Singapore via its A340-500. It has been able to achieve best customer services through innovation. SIA has also developed personality for their brands trough Singapore Girl. The unique flight services are the result of vigorous training of their cabin crews for several brands. Benefits of Brand Singapore Airlines tag-line that is A Great Way to Fly used in all its promotional activities is used in conveying the brand quality of the company. The brand when introduced to the target audience helps in raising awareness to its passengers. Singapore Airlines has huge brand loyal customers that are due to its healthy brand equity. The brand equity grows and develops as a result of the customers experience with the brands and further boosts the stock price of the company (Kim and Hong 2017). The company is receptive to all its customers feedback and furthermore strives to fully satisfy their customers. Through its strong brand image SIA is recognized as the most popular brand all over the world. When the consumers have positive or good experiences with the particular brand then it becomes their preferred choice. Recommendation Singapore airlines has strongly embedded in commitment and positioning its brands that effectively positioned the company to compete in the existing scenario. The major challenge is to stay loyal to the brand and delivering high quality innovative products and services. SIA should adopt a continuous price-premium strategy for providing maximum satisfaction to their passengers. As customers perception of the price or value equation is highly significant for future. This has helped in nurturing brand, innovating the product and services. Furthermore, this strategy would prove to be helpful in capturing the brand values in the customers minds. Conclusion Singapore Airlines brand equity is highly strong and one of the most effective and valuable companys assets. The iconic company showcased the significance of strategic branding and also serves as an inspiration for other companies that tries to mange and builds their own brands. SIA is among the top global companies that has efficiently managed its brands through experience and interaction besides immense competition. The company has proved itself to be a huge industry leader and rewarded innovator. The company used SQ as their codes, which means Superior Quality. This approach was made to establish itself as the best airlines in the competitive market. Reference Baumeister, C., Scherer, A. and Wangenheim, F.V., 2015. Branding access offers: The importance of product brands, ownership status, and spillover effects to parent brands.Journal of the Academy of Marketing Science,43(5), pp.574-588. Campelo, A., Aitken, R., Thyne, M. and Gnoth, J., 2014. Sense of place: The importance for destination branding.Journal of Travel Research,53(2), pp.154-166. Holt, D., 2016. Branding in the age of social media.Harvard business review,94(3), pp.40-50. Kim, N. and Hong, L., 2017. The power of culture in branding: How the Korean Wave can help global brands thrive in Asia.Journal of Brand Strategy,6(3), pp.293-307. Mumby, D.K., 2016. Organizing beyond organization: Branding, discourse, and communicative capitalism.Organization,23(6), pp.884-907. Singaporeair.com. 2018.Singapore Airlines Official Website | Book International Flight Tickets. [online] Singaporeair.com. Available at: https://www.singaporeair.com/en_UK/in/home [Accessed 29 Apr. 2018]. Theurer, C.P., Tumasjan, A., Welpe, I.M. and Lievens, F., 2018. Employer branding: a brand equity?based literature review and research agenda.International Journal of Management Reviews,20(1), pp.155-179. Truong, Y., Klink, R.R., Simmons, G., Grinstein, A. and Palmer, M., 2017. Branding strategies for high-technology products: The effects of consumer and product innovativeness.Journal of Business Research,70, pp.85-91.