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Brand Management at Singapore Airlines
Background Note
SIA took off as the Malayan Airlines in May 1947 with scheduled flights to Kuala Lumpur, Ipoh, and Penang. The next five years witnessed an expansion in its services and it flew to destinations like Indonesia, Vietnam, Burma (now Myanmar), North Borneo (Sabah), and Sarawak. Its in-flight menu improved to offer sandwiches and biscuits with hot and cold drinks and alcoholic beverages, served by a single hostess called a ‘female purser’. In 1963, the airline was renamed as Malaysian Airways Limited, which later on – in May 1966 – became Malaysia-Singapore Airlines (MSA). The company introduced its icon – ‘Singapore Girl’ in 1972, wrapped in a Sarong Kebaya (Refer to Exhibit I for images of the Singapore Girl). The uniform was designed by French couturier, Pierre Balmain, and over the years, Singapore Girl became the true representative of the brand. |
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Soon after launching its transcontinental flight in 1971, MSA came to a split. By 1972, the governments of Malaysia and Singapore terminated their joint operating agreement for MSA and two new entities, Singapore Airlines and Malaysian Airline System were established. Singapore Airlines was owned by the Singapore government. The following years saw various growth initiatives being adopted at SIA. In the 1970s, the airline became the first to offer free headsets with options of meals and free drinks to economy class passengers........
