Discusses brand management practices

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Reference no: EM132242314

Scenario:

The case discusses brand management practices at the world-renowned Singapore Airlines (SIA). While building the brand, SIA focused on innovation, best technology, and offering genuine quality and excellent customer service. SIA had been known through its brand icon the ‘Singapore Girl’ since 1972. Over the years, this icon had become synonymous with the airlines and was highlighted in every promotional activity.

The Singapore Girl was portrayed as being gentle, warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It was honored with many prestigious awards for its exceptional customer services. Even during the economic crisis post 2008, SIA preferred to launch a low-cost airlines – Scoot — rather than dilute its established customer services. Singapore Airlines (SIA) using social media and websites for advertising and sales promotions.

Prepare the task from the following questions:

1- Evaluate the various brand management practices at Singapore Airlines and how the brand was

built and maintained over the years. Explain the brand icon.

2- Examine the various initiatives taken by Singapore Airlines to revamp the brand.

3- Understand the role of social media in facilitating two-way communication. And evaluate the effectiveness of using appropriate sales promotional tools.

Reference no: EM132242314

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