Abstract

The highlight of this caselet is the branding strategy followed by Singapore Airlines (SIA). It shows how effective branding helped SIA establish itself as a premium airline company. The caselet also showcases the role of the company’s marketing icon ‘Singapore Girl’ in its branding strategy. It explains the various strategies undertaken by the airline company to maintain the brand’s consistency throughout the years.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Branding strategies adopted by SIA
• SIA’s marketing icon - Singapore Girl
• How branding played a major role in establishing SIA as a premium airlines company
• and The impact of differentiating services in branding.

Keywords

Singapore Airlines (SIA), brand, airlines, customer service, customer service centric company, marketing icon, Singapore Girl, consumer's recall, advertising, brand consistency, customer delight, innovations, differentiating services, sub branded, premium airlines company