Branding Satisfaction in the Airline Industry: a Comparative Study of Malaysia Airlines and Air Asia

Airline companies are becoming more and more competitive as the low budget discount airlines are becoming popular. It is key for airlines to differentiate themselves among the various airlines to choose from, and United Airlines wanted to ensure that it offered products and services for all marketing segments. “United realized that it needed to develop a customer-centric future strategy and galvanize its organization to improve the customer experience for its most valued customers” (Prophet, 2012, para. 1). This paper discusses the marketing plan for the newly merged

According to a recent survey by SFP (Spencer Francey Peters), a North American branding agency and The Strategic Counsel, WestJet came in at number 3 in Canada's best managed brands, while Air Canada bottomed out in last place. "Respondents ranked companies based on a number of criteria relating to delivery of brand promise including consumer focus, customer service, brand values, reliability, consistency, value, trustworthiness and respect" (par3 Best Managed Brands). The interesting part of this survey, is that by having consumers respond to these criteria, the companies' brands are judged not by how much value the consumer sees in the product and service they are purchasing, and not just the popularity or commonplace the brand may

Brand equity is an important key to produce customer loyalty. It is a powerful factor in winning market share. It helps an organization or a brand to grow and defend market share. A brand with strong and positive image and productivity has the ability in driving stable customer loyalty. Customer loyalty is the combination of consistently positive consumption experience, perceived value of experience and also physical satisfaction towards products and services. Consumers always have a positive view on the brand they are supporting the most. Customer is a major key for a brand to success, therefore

Brand loyalty is a contributing factor for competitive advantage in the domestic airline industry. Businesses in mature industries spend a lot of time and money developing their brand. Virgin Blue has a culture of helpfulness and irreverence and the “flying kangaroo” symbol is central to the Qantas brand Hill et al. (2007, p. 116). Brand loyalty makes it harder for new entrants to enter the market.

The Airline market’s success or future lies through marketing because this sector is in competition with other modes of transportation such as bus, high-speed train. Also, the product that airlines serve is a somewhat typical service. Therefore, it has to be differentiated with marketing processes. All in all, marketing is one of the most elements in the airline sector and it is highly used by the companies, and special\specific marketing techniques have been developed to use it in the sector. Also, we will be in aviation sector, therefore doing the marketing research in airline sector will

The document compares and contrasts British Airways, Southwest Airlines and Singapore International Airlines; focusing on their positioning, brand identity, segmentation and performance.

Many national carriers are losing money (e.g. Malaysian Airlines, Jordanian Royal Airlines) which enforced some other national carriers to go private (e.g. Philippines, United States) to avoid losing more public fund (Tiwari & Kainth, 2014). Thus, the focus on this study is on the service failure of the national carrier aiming to help them to avoid losing customers and ultimately survive in the current business environment. Nevertheless, Low cost airlines are more favorable in term of price compared with national carriers (Pearson, O’Connell, Pitfield, & Ryley, 2015). However, in term of patriotism , it is believed that passengers prefer to support their national carriers. Thus, the focus of this study is on the behavioural variables that includes attitude and brand attachment. This is due to the fact that previous studies focus intensively on the service quality and satisfaction (Komunda & Osarenkhoe, 2012; Mellat-Parast, Golmohammadi, McFadden, & Miller, 2015; Nek Kamal et al., 2012) and few only related the behaviour to the brand attitude and the brand attachment (Nikbin, Hyun, Baharun, & Tabavar,

A research project submitted to the Gordon Institute of Business Science, University of Pretoria, in partial fulfilment of the requirements for the degree of Master of Business Administration.

R01: To outline the extent to which brand equity impacts the performance and market share of European Airlines.

Business to Business (B2B) Branding: An Introduction ........................................................................... 2 Customer Value Proposition in Business Markets .................................................................................. 3 Brand Equity in Business

When people go to a store in order to buy food or commodities, they are faced with a problem of a wide choice of goods because nowadays there is a huge range of different producers. Moreover, all of them try to be recognized on the market by creating a significant image. As a result, companies create own brands. According to American Marketing Association (2013), a brand is “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Also, the process of creating connection or association between emotional perception of the consumer and company’s product with target of creating distinction and building loyalty has known as a brand management (Hislop, 2001). For

Business to Business (B2B) Branding: An Introduction ........................................................................... 2 Customer Value Proposition in Business Markets .................................................................................. 3 Brand Equity in Business

This research proposal aims to describe a proposed research study that will examine the effectiveness of the marketing strategy adopted by the low-cost airlines in the US and UK and speculate if this strategy will allow them to succeed in the current economic scenario.

It has been a disputed argument that a brand can create a major value to the hotel business and that branding creates a guest loyalty in influencing top and bottom line revenues and the over - all asset values in the industry. The effect of the brand on the customer satisfaction seems to also have a major effect on the brand’s franchising strategy.

Etihad Airways is considered as one of the youngest airlines in the world, yet it managed to seize a leading place within the aviation industry. Etihad Airways received the 2008 Marketing Award of the “Airline Strategy Awards”, one of the most recognized awards in the industry, just five years after starting commercial operations, followed by many international awards. This early success can be attributed to the marketing strategy employed by Etihad, which resulted in creating a strong brand associated with a high quality service. Etihad’s marketing strategy focused on creating new innovative services in every touch point with the customers. This report will focus on Etihad’s marketing strategy, which enabled the airlines