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