Brand Audit Singapore Airlines

Topics: Singapore Airlines, Brand, Airline Pages: 15 (5073 words) Published: April 13, 2013
Table
of
contents

INTRODUCTION ............................................................................................................................................1
 BRAND INVENTORY.....................................................................................................................................2
 THE SIA HISTORY ...........................................................................................................................................2
 BRAND ELEMENTS ..........................................................................................................................................2
 MISSION, STRATEGY AND POSITIONING..........................................................................................................3
 PROFILE OF COMPETITIVE BRANDS .................................................................................................................4 BRAND EXPLORATORY ..............................................................................................................................5
 CONSUMER ANALYSIS ....................................................................................................................................5
 SOURCES OF BRAND EQUITY ...........................................................................................................................5
 ASSOCIATIONS ................................................................................................................................................5
 BRAND AWARENESS .......................................................................................................................................5
 FAVOURABILITY .............................................................................................................................................6
 UNIQUENESS OF BRAND ASSOCIATIONS .........................................................................................................7
 CUSTOMER BASED BRAND EQUITY PYRAMID ...............................................................................................7
 POINT OF PARITY ............................................................................................................................................9
 POINT OF DIFFERENCE – THE FLYING EXPERIENCE .........................................................................................9 CONCLUSION ...............................................................................................................................................10 APPENDIX A..................................................................................................................................................13
 GROUP FINANCIAL STATISTICS .....................................................................................................................13 APPENDIX B ..................................................................................................................................................14
 TIME LINE: HISTORY OF SINGAPORE AIRLINES ............................................................................................14 APPENDIX C..................................................................................................................................................15
 POSITIONING MAP .........................................................................................................................................15
 MENTAL MAP ................................................................................................................................................15 APPENDIX D..................................................................................................................................................16
 RATINGS FROM SKYTRAX BASED ON CUSTOMER REPLY ..............................................................................16
 SENSORIAL TOUCH POINTS...
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