Brand Management at Singapore Airlines
The case is structured to achieve the following teaching 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?
|The Competitive Airlines Industry|
|Brand Management At Sia|
|Revamping The Brand|
|'The Lengths We Go To' Campaign|
|The Road Ahead|
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