Abstract

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. SIA bought new aircraft, retrained its employees, and invested in various innovative activities. In an effort to revamp the brand, Singapore Airlines made its much-awaited entry into social networking sites – Facebook, Twitter, Instagram, etc. Shifting from the traditional brand icon Singapore Girl, SIA launched a campaign called ‘The Lengths We Go To’ in September 2013. The aim of the campaign was to showcase the airline’s commitment of putting its customers first in all its actions. The campaign emphasized the airline’s efforts to provide excellent service. Some industry observers wondered whether the shift in focus from its iconic ‘Singapore Girl’ would actually end up hurting the established brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the various brand management practices at Singapore Airlines and how the brand was built and maintained over the years. Explain the brand icon – the Singapore Girl, her creation, evolution, and importance.
• Examine the various initiatives taken by Singapore Airlines to revamp the brand.
• Understand the role of social media in facilitating two-way communication. List out pros and cons of late entry of Singapore Airlines into social media.
• Discuss and debate whether the new branding methods can benefit SIA in the long run. Is it fine to rely on traditional practices of brand management focused on the Singapore Girl or should the company deviate from its history?

Keywords

Brand Management, Branding, Brand icon, Brand differentiators, Brand salience, Customer-Based Brand Equity Pyramid, Brand Imagery, Brand Judgments, Brand Resonance, Strategic Brand Management Process, Social media, Marketing communication, Customer service, Service commitments, Singapore Girl