Airlines: Is Brand Relevant?
photo courtesy of Air France-KLM Cargo
It’s perhaps obvious that in order to survive as an airline, excellence in operations management is essential. But what about experiential branding? Can an airline have brand profitability without also practicing good branding? That is: Where a relevant, different, and credible customer promise is established and nurtured over time? I think not.
But few airlines are actually focusing on brand. Southwest has a clear brand focus. JetBlue to a certain extent as well. But beyond that, who’s got a differentiated and meaningful brand image? What’s the difference between Continental, American, Delta and USAirways—aside from their name and trade dress? Even their websites look the same.
Don’t get me wrong; I’m not suggesting that doing a better job at branding will necessarily allow an airline to charge higher prices than their competitors. The fundamentals of price and convenience of flight schedules are clearly dominant variables in this sector, just like location and price are critical variables in the hotel sector. But brand could be the decisive factor in enticing more customers to fly ABC Airlines when price and convenience are comparable to other carriers.
What variables could you build a differentiated and relevant brand position on? Actually, many experiential branding opportunities spring to mind: Comfort, high-tech, culinary, quiet, green, entertainment, air quality, family friendly, business, etc. Just pick something to enhance customer experience and stick with it. Oh, and lousy service or nickel-and-diming customers are not viable options.
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