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

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

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

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.

BRAND IMAGE AS A SUM AFFILIATIONS OF BRAND IN CUSTOMERS ' MEMORY, LOYALTY, AND PURCHASING DECISIONS (HE AND LAI, 2014)

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

In this case analysis, the four airline categories are discussed with depth based on their segmentation, targeting, and positioning. But more attention is placed on the Asian airline companies, since they are geographically serving a common consumer market. These marketing aspects are chosen due to its simplicity and since marketing strategy is the first step to introducing and developing a prospective product into a particular market. Moreover, market trends relating to the airlines involved may largely be due to how they were first presented to the consumer. Thus, segmentation, targeting and positioning being a marketing strategy of the company must be identified, criticized, and analysed thoroughly to

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.

This paper is written in order to provide a strategic review of the position of brand image of an airline firm providing services in Pakistan (for confidentiality purposes the name of the company is not disclosed). This paper studies the national and international airline market and internal and external environment of the firm and discusses the problems and reasons of the bad brand image of the selected air transport providing company in the minds of the customers. The findings reveal that if the company can improve it’s services, update it’s fleet, use it’s resources efficiently and

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