Analysis of Branding Strategies: Singapore Airlines Brand Report

This report provides an in-depth analysis of Singapore Airlines' branding and brand management strategies. It examines how SIA differentiates itself through its brand icons like the 'Singapore Girls,' emphasizing warmth, care, and Asian hospitality. The report explores SIA's brand positioning, highlighting its use of latest aircrafts, updated technology, and superior service levels. It also analyzes the company's brand equity, the benefits of its branding, and provides recommendations for maintaining a strong brand image, including a price premium strategy, innovation, and positive brand equity. The report concludes by recognizing SIA's effectiveness as a reward innovator and its use of superior quality to enhance its brand value, drawing on references to support the analysis.

BRANDING AND BRAND
MANAGEMENT

INTRODUCTION
 Brand management leads to product and
service differentaiation.
 It reduces the customer’s risks.
 Singapore Airlines is differentiated and
famous for its brand icons ‘Singapore Girls’
(Singaporeair.com. 2018).
 SIA demonstrates itself through its branding
strategy as warm, caring and gentle.

MARKETING AND BRANDING
 Company tagline- “ A
great way to fly”
 Singapore Airlines
emphasizes their
staff-
Singapore Girls.
 Asian values and
hospitality
 Visual trade mark and
brand.
 Caring, elegant, and
gentle.

COMPANY’S BACKGROUND
 The company is one of
the excellent airlines
company of Asia.
 Singapore Airlines is
the first to fly Airbus
A-380 through out the
world (Mumby 2016).
 Company has attained
its vision and mission
since the 44 years of
its origin
 It has always the
reputation of being
industry challenger
and a trend setter in
the environment
(Singaporeair.com.
2018).

BRAND POSITIONING
 SIA has maintained
its brands
positioning through:
 Latest aircrafts
 Updated technology
 Service and
amenities level.
 Launched the
largest commercial
aircraft, Airbus
A380.

BRAND ANALYSIS
 Excellent customer
services.
 High quality innovation
 Effective technology
 In-flight entertainment
 Experiential innovations
(Baumeister, Scherer
and Wangenheim 2015)
 Several In- flight perks,
e.g. Book the Cook.

BRAND EQUITY
 It acknowledges the
brand value of the
products (Campelo
et al. 2104).
 Singapore Airlines
reflects luxury,
comfort and unique
services.
 Positive brand equity
has helped on
adding value to the
SIA.

BENEFITS OF BRANDS
 Increases the
number of customer
due to brand loyalty
 It helps in increasing
brand awareness for
their passengers
(Kim and Hong 2017)
 Strong brand image
has made SIA
popular throughout
the world.

RECOMMENDATION
 A price premium strategy would be helpful in
providing maximum strategy.
 Innovation and updated technology would
also help the airline company.
 Positive brand equity would increase the
stock price.

CONCLUSION
 Singapore Airlines has proved itself to be
highly effective and highly company’s assets.
 The company has proved itself to be a
reward innovator.
 The company has used superior quality as
their main code to increase its brand values.

REFERENCES
 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:
http://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.

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