This report provides a comparative analysis of the brand management strategies employed by Air New Zealand and Jetstar. The report explores key aspects of brand management, including internal culture, customer experience, brand values, logo design, target audience, and brand positioning. It highlights how Air New Zealand prioritizes employee respect and positive customer experiences, while Jetstar focuses on low fares. The analysis examines specific examples, such as Air New Zealand's digital experiences and Jetstar's VR tour app, and includes references to relevant academic literature. The report also considers the impact of negative publicity on brand reputation and the importance of aligning brand strategies with target audiences. Overall, the report offers insights into the strengths and weaknesses of each airline's brand management approach and provides a basis for understanding effective marketing practices.
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