Brand Management at Singapore Airlines

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.

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Issues

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?

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

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