Marketing Report: Emirates Airline Branding Strategy and Glocal Theory

This report provides an in-depth analysis of Emirates Airline's branding strategy, focusing on brand equity models and Hollensen's Glocal theory. The report begins with an introduction that outlines the scope of the analysis, followed by an examination of Emirates Airline's current branding strategy. It delves into the application of Keller's and Aaker's brand equity models, dissecting key components such as brand recognition, awareness, meaning, identity, positioning, and loyalty. The report then explores Hollensen's Glocal theory, comparing standardization and adaptation models within the context of Emirates Airline's international marketing mix, including product, price, place, and promotion strategies. The analysis highlights how Emirates leverages its brand to enhance its competitive edge. The report concludes with a summary of the findings and a discussion of the implications for Emirates' marketing efforts.

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Contents
Introduction.................................................................................................................................................5
Answer 1: Branding Strategy.......................................................................................................................6
Branding..................................................................................................................................................6
Branding Recognition...............................................................................................................................6
Brand Awareness.................................................................................................................................6
Brand Meaning....................................................................................................................................6
Brand identity..........................................................................................................................................7
Salience in Keller..................................................................................................................................7
Associations in Aaker...........................................................................................................................7
Brand Positioning.....................................................................................................................................7
Response in Keller................................................................................................................................7
Perceived quality in Aaker...................................................................................................................7
Brand Personality.....................................................................................................................................7
Brand archetypes model......................................................................................................................7
Brand Affinity...........................................................................................................................................7
Resonance in Keller..............................................................................................................................7
Brand loyalty in Aaker..........................................................................................................................7
Answer 2: Hollensen’s Glocal Theory...........................................................................................................8
Compare Standardization and adaption models......................................................................................8
Apply standardisation and adaption models to the international marketing mix of brand.....................8
Marketing Mix.........................................................................................................................................8
Product....................................................................................................................................................8
Price.........................................................................................................................................................8
Place........................................................................................................................................................8
Promotion................................................................................................................................................8
People......................................................................................................................................................8
Process.....................................................................................................................................................8
Physical Evidence.....................................................................................................................................8
Conclusion...................................................................................................................................................9

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References.................................................................................................................................................10

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Introduction
The report will be made on analysis of Emirates Airline’s current branding strategy. The brand
equity model will be evaluated in a significant manner in which Keller’s and Aaker’s Brand
Equity Model will be taken. Brand equity model is helpful to define the value of the brand in
which brand owner can generate more revenues in the favour of the company (Doganis, 2005).
Each component of the Brand equity Model will be defined in an adequate manner by taking
consideration of the both professors’ model regarding brand equity. Along with that the report
will emphasize the Hollensen’s Glocal theory. It is vital for the better understanding of the reader
to show the difference and compare Standardization and adaption models. The report will apply
this model to the international marketing mix of Emirates Airlines. At last the conclusion will be
drawn from the analysis of the report.

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Answer 1: Branding Strategy
Branding
An effective brand strategy provides a company a major edge to enhance the competitive
markets. Strategic branding of the company leads to a firm brand equity, which enhanced the
value of the products and services of the company significantly in which company can charge
extra for providing better services to the customers (Al-Azzam and Khasawneh, 2016).
According to the American Marketing Associations, a brand uses design, logo, terms and designs
that make difference between one seller’s brands from other traders. Trademark is considered as
the trademark for this brand. Brand is able to recognize the one item, family or entire items of
that seller (Cohen, 2011). .
As per Seth Godin, Branding is more than designs, logo and terms, it is considered as the
expectations of the memories, relationship, stories that are able to change the decisions of the
consumer to choose one product and services over another (Cohen, 2011).
Keller’s Brand Equity Model and Aaker Brand Equity Model are taken to describe the brand
values of the Emirates Airline. The five components of Brand Equity Model will be discussed
below with the help of these models:

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Figure 1: CBBE Model
Source: (Keller, 2016).
Figure 2: Aaker’s Brand Equity Model
Source: (Tanveer and Lodhi, 2016).

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Branding Recognition
Brand Recognition is considered as the extent in which the target market of the organization is
able to recognize the brand due to its attributes. It has been found that Brand recognition can be
referred as aided brand recall (Darabi, Reeves and Sahadev, 2014). It is most victorious when
general people can define a brand without being openly uncovered to the name of the company,
but rather by optical signifiers such as packaging, logos, jingles or colours as looked in
advertising.
Brand Awareness
According to the professor Aaker, brand awareness is extent to which people are loyal to a brand.
It is necessary for the Company to increase awareness about the products and services. Emirates
Airline is doing so well by promoting its services to make aware people about the Company.
The advertising strategy is being used by the company to increase the brand awareness in various
markets.
Brand Meaning
According to the Keller’s brand equity model, once consumers are aware about the brand, they
want to know more about the brand. It includes brand performance and brand imagery. Emirates
airline are able to make brand recognition due to give product features, customer services,
reliability in its services and providing the efficient pricing to the customers. The brand image of
this company is well proficient in the point of view of customers (Huang and Cai, 2015).

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Brand identity
Brand identity is entirely different from brand image and it is the way in which brand chooses
how they want to be perceived by its customers. It has been found that brand identity is the
collection of the entire brand elements that the company builds the expose of right image to the
customers (Powell, 2016).
Salience in Keller
Brand salience element of the Keller’s model defines the both aspects of breadth and depth of
brand awareness. It is built when customers are unaware about the services of the company
(Keller, 2016). In the context of Emirates Airlines, it has been analyzed that recently it launched
“Hello Tomorrow”, an international brand campaign. This campaign is made to appeal among
globalists. The group of consumers are recognized by Emirates as those who are unaware about
the services of this company and look for latest experiences across diverse cultures. Hence,
Emirates makes them as a brand that integrates this as a global lifestyle.
Associations in Aaker
As per Aaker, Brand Associations are considered as the set of remembered features that
facilitates define information to the customers. These features should be different from other
brands which give the solid reasons to the customers to buy that brand over another. Emirates
Airline has brand differentiation strategy that makes different it from another brand. It made
investment in its brand and it is pleased that the brand valuation has encourages and the company
has persistent its uppermost position as this shown in linking their customers.

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Brand Positioning
Brand positioning is the strategy that is used by the Company to create the unique impression in
the mind of the customers so that the customer correlates specific and attractive with the brand
that is different from other brands. An effective brand positioning strategy facilitates to increase
customer relevancy and competitive advantages (Kapferer, 2012).
Response in Keller
A brand response explains the approach of the consumer towards the brand and its marketing
activities. It entails two major components such as brand judgments and brand feelings. It is vital
for the Emirates Airline to maintain the balance between the judgments and feelings to build the
brand equity. Company is doing so well by taking care of the feeling of customers, by providing
better assistance to the customers and resolve the queries of them in significant manner (Beik
and Galbraith, 2016).
Perceived quality in Aaker
As per Aakar, perceived quality can be explained as the perception of the customers of the entire
quality or supremacy of a service or product with relation to its proposed aim, regarding to
alternatives. In the context of Emirates Airline, it has been analyzed that it provides high quality
services to its customer. For instance, it has the effective cabin crew, luxurious food facilities,
availability of airplanes for every place, on-time reach at destinations and many more. These
show that it has the value of customers.
Brand Personality
An attractive brand amplifies its brand equity with the help of constant set of traits. It is vital for
the company as it facilitates to create customer confidence. Brands that link to the customers

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emotionally often bring the desirability traits like superiority or allure. Trustworthiness over the
brand can strengthen its trust in customers to sustain its quality standards (Clarke, 2009).
Brand archetypes model
It has been found that same as the person, brand has a unique personality and how customers
connect with the brand has wider influence on the company. According to the Mark and
Pearson, it has been found that there are 12 kinds of archetypes such as creator, lover, hero,
outlaw, everyman, sage, explorer, innocent, ruler, jester, caregiver and magician (Smith, 2015).
As a Marketing Consultant, it has been found that Emirates Airline creates this by being a hero.
The role of hero according to this model is to prove worth by courageous and difficult action.
Emirates involve in the latest technology and expand its network to 150 destinations. It has
become one of the active airlines on social media and recently hit milestones by being the first
airline to have more than 1 million followers in Instagram.
Brand Affinity
A brand affinity is determined as the metric that assists market researchers to make predictions
about how a customer will behave. It is also added a level of information that is facilitates when
differencing among customers in order to complete market segmentation. It is vital for the
companies to consider this strategy in significant way as it helps to determine further strategy of
the company.
Resonance in Keller
Brand resonance can be categorized into four elements such as behavioural devotion, attitudinal
attachment, sense of community and active engagement. It has been found that there are fewer
organizations all over the world that reach at this level. It is the stage in which customers have

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the huge socially and psychologically connection with the brand. Emirates Airline has reached at
this stage because it can be seen that it has become the widest transportation brand on the well
known social media platforms. It was only airline to hit 500,000 followers even on the
professional network, LinkedIn. It is most active airline that has a sense of community.
Brand loyalty in Aaker
Brand loyalty is behaviour of customer where customers become attached to a specific brand and
remember the same at the time of purchasing same product and services. There are many
companies that are creative marketing strategies like loyalty programs, brand ambassadors, trials
and incentives to create brand loyalty. Emirates Airline maintains it s growth of the network
throughout Unites States the carriers is developing the lifestyle the loyalty program partners to
attain brand awareness for growing market. The strong brand image of the Emirates Airline
influences directly in the decision of purchasing of customers and their loyalty to a brand
(Grimme, 2011).
Thus, it is apparent that the current brand strategy of Emirates Airline has significant influence
over the decision making process of purchasing of the customers. The above made discussions
show that the current strategy of the chosen brand is related to the Keller and Aaker’s brand
equity theory.

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Answer 2: Hollensen’s Glocal Theory
The main aim of this theory is to think globally and act locally which shows that combination of
the global and local. According to Hollensen’s Glocal Theory, all effective marketing is local
and global companies recognize this strategy and are moving “Glocal”. It has been found that
there is a latest trend towards the Internet of Everything which transforms the entire marketing
discipline. It has been captured by Svend Hollensen that latest trends can impact the decision
making process of the company significantly.
Figure 3: Glocal Marketing Strategy
Source: (Koltapehi, Khajehpour, Forotagheh and Hosseini, 2015).
Compare Standardization and adaption models
Standardization has the firm belief that there is a combination of the union of cultures with same
kind of demands of the customers regarding environment around the globe. It has been argued by
various authors that the trade barriers are lower and organizations are showing the global
orientation in their strategy. It is the principle of many economists that making specific scheme
for the global market and homogenizing the elements of marketing mix can attain constancy with

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consumers along with the lower costs (Lohmann and Spasojevic, 2018). As a Marketing
Consultant, it has been found that the companies that are supervised well have gone away from
customizing products to providing globally standardized products that are considered as the
advances, reliable, low prices and reliable. With the help of this strategy companies can attain
long term success by focusing on what customer wants rather than thinking about the specific of
what everyone assume that might like.
On the other hand, there are lot of supporters in the context of international adaption approach
that highlights the significance of customization. The common bases of the alteration is that
when involving a aboard market one must think entire environment factors and restrictions such
as climate, language, occupation, taste, cultures, societies and different cultures. It is difficult to
find out the constraints that are hard to measure like education, cultural differences and manners,
values and attitudes. There are various companies that have to search how they should adjust a
wider marketing strategy and involving in what manner they sell, distribute it for making fit it
into new market demands. It is vital to alter the marketing strategy and marketing mixed to suit
local requirements and customers’ non-identical requirements (Krishnamurthy, 2016).
Hence it is cleared that standardisation can be functional to develop the global strategies while
adaptation is able to address the certain aspects of the global market. In other words, it can be
stated that the standardization and adaption strategies are not mutually exclusive. It is vital for
the company to make the adequate level of balance between the two.
Apply standardisation and adaption models to the international marketing mix of brand
Multinational companies marketing their services and products in the market of abroad are faced
with the determination of whether to adapt or standardize their product offerings. This decision

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concerns organizations beginning to market their products in the aboard countries along with
those who already operating globally and is determining expanding in to the potential markets.
Marketing Mix
Product
Product standardization is considered as an effective process to reduce the cost and enhance the
quality. It can be done by reducing the differences in the product, company would be able to
increase production, reduce raw materials and encourage product branding. On the other hand
the product adaptations brought the specific modifications which are made for adjusting to each
market. It is a marketing strategy where new services and products are modified on the basis on
existing products and services. In the context of emirate airlines, it has been analyzed that it has
adopted standardization strategy in which it serve to its customers by mixed fleet in their
portfolio of product such as Airbus and Boeing (Emirates, 2018). It is the airline that caters to its
customers at both professional as well as personal level providing flying services in the relation
of first class, economy class and business class. All levels of this airline are standardized all over
the world. Along with that the company is providing facilities of entertainment inside the flight
and huge range of option for food items for keeping its customers satisfied towards the services.
It also gives upper level of inside services by means of effective housekeeping and healthcare for
its consumers (Hazledine, 2011).
Price
Since the hub of Emirates Airlines in Dubai, it provides low cost tickets to its customers in
comparison to other airlines. It has shown that the Emirate Airline has adopted the adaption
pricing strategy as it has a varying pricing strategy in its marketing mix. Without any layover, it

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has developed low and shorter routes in which the prices of the tickets are lower and the
Emirates develop revenue by volumes (Francis, Dennis, Ison and Humphreys, 2007). In order to
achieve flexible pricing for the seats and remove the large profits the company also implements
dynamic pricing policy imposing the highest cost per seat. In general company recognizes the
needs of the consumers with unlike requirements and belongings to differential financial statuses
(Dinçer, Hacıoğlu and Özdemir, 2015). Premium price policy is also adopted by the company for
its premium customers who demand luxurious facilities.
Place
Emirates airlines performs its operations from Dubai deliberately engaging the central hob for
entire routes related to international linking eastern and western cities in the world. The short
routes are introduced by Emirates Airlines to satisfy its customers. It is connected with 140 cities
across 78 countries and 6 continents across the world. Along with this Emirate has a websites for
buying of tickets, cancellation of tickets, drawing information about the timing and prices of
flights and rescheduling of the flight (Bhasin, 2017).
Promotion
There are various promotional activities in which Emirates Airlines engaged itself by
advertisements in newspaper, radio, television, websites and magazines etc. it has been found
that the company is also sponsored ICC cricket world cup in 201 along with 2015 in that way
increasing its reach to millions. The adaption model has been adopted by this brand in which it
offers discounts at the time of off season pricing the tickets at affordable rates which attracts a
number of tourists across the world to Dubai (O’Connell, 2011). The innovative campaigns are
also run by this company such as “The Kids go free” in which tickets, accommodations and

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meals of the kids was free with two members who should consider as paid members which
developed hug business for the company.
People
It is the strategy of the emirates airlines to focus on customers. The employee force of this
company is more than 50,000 people globally. It involves the pilots, crew, management and
other staff. The airlines bring more than 50 million passengers globally. The standardization
model has been followed in this element in which emirates airlines provides competitive salaries
and benefits to its employees to retain and attract more efficient employees (Gustavo, 2013).
Process
The main focus of Emirates Airline is on its services which become the backbone of its
processes. It has first class lounges, customer relations, special services and additional services
which are considered as the most efficient services end to end process. It has been found that
every global operation is searched through management (Lohmann and Spasojevic, 2018). The
adaption method is in this element which shows that the company is based on the activities of
each procedure department more willingly than single service map for all process departments
Physical Evidence
The dedicated terminal of Emirates is in Dubai which has state for the luxury and comforts of its
passengers. There is a new fleet in Emirates Airlines which are capable of the latest
entertainment for its consumers. The physical evidence such as lounges at airports, offices,
infrastructure and in-flight entertainment are representing luxury and quality. It is helpful to
entails the all over marketing mix of Emirates Airlines.

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Conclusion
In the limelight of above discussion, it can be concluded that Emirates Airline is well known
brand in the airline industry as it provides high quality services to its customers. This report
focused on the Brand Equity Model and Marketing Mix Strategies of Emirates Airline. Keller’s
and Aaker’s Brand Equity Model has been considered in this report to define the position of the
brand value of the company in which various aspects has been covered. Hollensen’s Glocal
Theory has been defined with showing the comparison between Standardization and Adaption
model. These methods have been implemented in the marketing mix strategy to price, product,
place and promotion in an international market.

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