Brand Management in Aviation: Singapore Airlines vs. Air New Zealand

This project is a comparative analysis of the brand management strategies of Singapore Airlines and Air New Zealand, presented in an infographic format as required by the MKTG847 Brand Strategy course. The assignment focuses on seven key brand management lessons derived from the comparison of the two airlines. It explores various aspects of branding, including brand identity, brand positioning, line of service, brand extension, brand segmentation, sponsorship, and corporate social responsibility (CSR). The infographic contrasts the two airlines, highlighting their differing approaches to these branding elements. For example, the project contrasts the color palettes and brand identities of the two airlines, as well as their strategies regarding flight booking, rewards programs, and sponsorship activities. The analysis includes a discussion of how each airline targets specific market segments and engages in CSR initiatives, such as carbon emission reduction. The goal of the project is to demonstrate an understanding of brand management principles through a real-world comparison of two global brands, as outlined in the course syllabus.