I always fly on one airline specifically because of their brand. Anywhere they fly, I choose them.

And, I
wish they flew to all of my destinations -- I trust them and feel safe and to me that's more important
than price and times.
Nicole Andre, Teacher - April 26, 2002

I develop brand loyalty [to an airline] because they have satisfied me. The question does not arise
whether they get me to my destination on time. If I do not have brand loyalty then naturally I am price
conscious person.
Gopinath, Proprietor, Geaar Electrics - April 28, 2002

Airline brands are only important to a certain point. If two brands have similar non-financial benefits
(eg, service, reliability), then it boils down to timing (itinerary) and pricing. I personally believe this is
the ranking in the purchase decision hierarchy (based merely on personal experience, no professional
experiernce whatsoever). A new and unproven brand will not have every consumer's trust. Air travel is
a stressful activity for many, and trust needs to be built on personal experience (or word of mouth).
JetBlue in the US is a good example. Great pricing, great flights, but relatively unestablished brand
and reputation. Price-driven consumers will fly. Those who have actually flown on it have very positive
feedback though. Give it 5 more years of branded communication and consumer 'trial' and it may have
the similar brand strength of other airline brands (because other airline brands are not necessarily
'improving' their brand in any tangible way.)

Ultimately, there are two deciding factors that a consumer is concerned about once the airline brands
are decided upon: Is there a flight on that day/time, how much?
David Chan, Product/Brand Manager - April 28, 2002

As a brand professional, I may be biased. But I've been flying on Singapore Airlines for the past 8
years. The only time I don't is when I do not have a choice.
Jui Hong Teoh, Brand Director, Phische/Company, Kuala Lumpur, Malaysia - April 29, 2002

It's easy to dismiss airline choice as being driven by price and route alone. But those that have had
to look for a budget international flight will know what I mean when I say that some fundamentals like
perceived safety, service and other issues at the heart of the airlines' brands hold strong sway over our
purchase decisions. I'd love to save money and not fly British Airways to the sub-continent...but will I
trust Air India or Air Lanka to get me there in one piece? I should stress that Air Lanka's service is first
rate. However the issue is about the perception. The difficulty, of course, for national carriers is to
evolve away from the latent perceptions of their country in order to forge an identity of their own.
Fred Burt, BrandWizard - April 29, 2002
 I believe that airlines are particularily vulnerable brands because the customer experience is so
easy to under-deliver on and because the airlines are so dependent on personnel to transmit brand
experience. I fly more than 100,000 mile a year and try to remain loyal more because of frequent flyer
miles but have switched airlines when my experience, even as a platinum traveler, hasn't matched the
brand promise of customer service.
Matthew, Poobah - April 29, 2002

One of my favorite airlines is Southwest--not just because of the cost-conscious pricing. Their brand
is well-defined with a personality and a promise that sets them apart from the U.S. 'big boys'. The
Southwest experience is familiar and predictable in an industry that is neither. I believe convenience
and awareness also plays a great role in building an airline's brand. When living in Chicago, I was a
loyal United customer (hub is O'Hare). When in Arkansas, I was loyal to American (flew thru Dallas
hub). These flights were always convenient, and even if the price was a little more, I felt I could trust
brands that were local -- probably because of the personnel.
Beth Swanson, Mgr. Editorial Communications, Wendy's Intl. Inc. - April 29, 2002

I'm not brand loyal at all any more, after a blistering argument with KLM and their disasterous Flying
Dutchman program. My biggest complaint? They simply ignore you and don't reply to direct
questions.
Jonathan Marks, Creative Director, Radio Netherlands - April 29, 2002

I agree that Southwest has a good thing going pricewise -- I just disagree with their seating policies.
Encouraging people to wait in line and get to the airport even earlier is bad for the brand. This is
especially true when you have connecting flights on Southwest. You may get to the airport 3 hours
early for the first leg of the flight and then be the last one in line because your connecting flight leaves
20 min. after you arrive at the airport you transfer at. Talk about frustration.
Mary Jane, Marketing Manager - April 29, 2002

OF COURSE, BOTH HOLD TRUE, THAT BRAND DIFFERENTIATES THE OFFER, BUT THAT
THEY ARE ALSO FLYING BUSES, NOT MUTUALLY EXCLUSIVE.
Ashley Goodall, Director, Marketplace Consultancy - April 29, 2002

Excellent observation regarding Flying-Buses. Next hurdle: get rid of all the extra bureaucracy that
keeps every airport in business, and allow passengers to walk on as they wish. Flying-Buses should
land and take off from Flying-Bus-Stations.
Padraig O' Briain, Editorial Assistant - April 29, 2002

I believe both brand image and performance are equally important and play a tremendous role on
purchase. Especially in the times we live that you must be able to fly secure and comfortably.

Image gives me security, performance assures me I'll be on time. And, many will pay a little more for
that combination.
Marcelino Garcia, Regional Account Director, D'Arcy Americas - April 29, 2002

Airline Brands: Currently Worthless.

I am a frequent flyer with more than one carrier. A Premier Executive. A Gold Member. I fly for
business. I am their best customer. But instead of rewarding me for spending tens of thousands of
dollars on their 'services,' they treat me as if I am expendable -- as if I have no option but to go along
with their rules and policies. Recent events have proven them wrong.

The airlines -- not their customers -- have created a business in which their most valuable/profitable
customers are the most unhappy.

They make me pay the highest fares while casual customers are offered outrageous discounts. Many
times I have sat in my $1,100.00 coach seat only to discover that the person sitting next to me paid
$370.00 for their seat.

They want me to stay away from my home in order to 'qualify' for a cheaper fare. Is that their way of
trying to make my life easier? What possible difference can it make whether I stay a Saturday night or
not? I weigh about the same on Friday as I do on Sunday. Their fuel prices must be pretty close to
equal on both days. I occupy one seat no matter what day I fly. If there is a seat available, why don't
they sell it to me at a reasonable price so I can get home to my family?

They insist I pay the highest possible fares for booking travel close to my desired departure date. As a
business traveller I have little control over the timing of most of my trips. The airlines see this as an
opportunity to gouge me even more.

They make me pay before they provide their 'service' -- and if they decide not to provide that 'service' I
am stuck with little recourse. I don't pay cab fare a month in advance, then hope a car shows up.

They feed me mediocre food at best -- although recent decisions to cut down on food service come as
welcome news.

They often sell more seats than their aircraft contain, then ask me to give up my seat and take a later
flight in exchange for a round trip ticket. I'm sure that makes economic sense to them.

They tell me that my safety is their primary concern, then hire poorly trained, underpaid people to take
care of me.

I've heard the 'it's a complicated business' excuse before. It must be complicated indeed if a few days
with no business means the airlines need the taxpayers (me again) to bail them out. I disagree totally
with that scenario. Airlines are not an essential service. If four or five days with no business are all it
takes to trigger their failure, shame on them.

Survival of the fittest is a powerful concept.

Maybe it's time for airline customers to show who is really in charge. A very short boycott would
probably be enough to get rid of the weaklings completely. That would open the door for those
providers who place the customer first to pick up the slack. There are a few out there. Others would
surely emerge.
Dave - April 29, 2002

As with every product or service, there are brand and price conscious consumers. The key is what is
your point of difference and how much more can you charge for it? As with any brand, the airline that
can determine what is most important to its most profitable customers likely will be the winner.
Steve Swenson, Director of Marketing, Amerifit Nutrition, Inc. - April 29, 2002

I travel both as a 'business person' and as a father of two young children. Furthermore, my wife
often travels back to Norway just with our two children. In this case, we choose the airline according to
their consideration of the needs of a young family. We do not ask for much but boarding first with
pushchairs, bags and toddlers is a real help and minimises stress for the children. One airline I could
name is very considerate in this department. Another carrier to this route couldn't seem to care less
(and wrote to us when I complained with basically that view). We will pay a premium to ensure our
children get treated with respect and our positive feelings towards the considerate airlines does impact
on subsequent purchase decisions.
Andrew Lock, Managing Director, cafecreate limited - April 29, 2002

Booth dimensions are equally important. Schedules, destinations and tariffs are a must for an airline
in order to compete. Both when two airlines have the same offer (schedules, destinations and tariffs)
then the brand image comes into consideration. And the final decision will be with the brand with the
better image even if prices are a little bit higher.
Daniel Chavarria, Marketing Manager, Ecuatoriana de Chocolates - April 29, 2002

Frequent flyer programs are probably the largest cause for brand loyalty among business travelers.
It provides additional comfort (upgrades, lounges, etc), convenience (pre-boarding and special ticket
counters), and a feeling of exclusivity -- Maslow's hierarchy would support similar reasoning.

Price/value for shorter flights (e.g., 3 hours or less) becomes a bigger factor for shorter flighters where
some of the frequent flyer ammenities don't apply (no upgrades, clubs, etc.) and a slightly less
comfortable flight in exchange for significantly lower fares is very appealing.

JetBlue will be interesting to watch because of their excellent price/value, but they lack the
international frequent flyer programs and services that keep business travelers loyal to major
carriers.
Lucky, Strategist - April 29, 2002

You're forgetting a crucial factor: PRICE. I search online to get the best deals & fly overseas and
domestically multiple times per year. My friends and relatives are the same way -- looking for the best
deal to get to the same place. An airline is a commodity, unless they crash a lot.
Amanda - April 29, 2002

I will try an airline once because of my perception of what their brand represents. If they deliver
against this (or even exceed my expectations), I will choose them again.

An even better opportunity for repeat business from me is how the airline responds to a (valid)
complaint. The airline I frequent the most is not the best at providing an enjoyable experience (they
are fairly OK, but not the best), but they did handle my complaint very well.

Alternatively, I can also be bribed by a good frequent flyer program -- but only up to a point...(and as
far as our corporate travel policy allows us to choose).
Mats, Frequent Flyer - April 29, 2002

I pick the brand I trust. Safety first from now on!

Andy - April 29, 2002

I have a list of 3 airlines that I prefer to fly with on long/inter-continental flights. Arrival/Departure
timings are important, and I get enough choice from among these '3 prefered airlines.' On the other
hand, for shorter flights, I just look for timings!
Harilal Asok, MBA Student, Babson College - April 29, 2002

There's no denying that air travel is becoming increasingly commoditized -- just look at the growth of
the European 'no frills' airlines over the last few years.

What's interesting about the low cost airline segment is that as far as scheduling, comfort levels and
prices are concerned, there is often very little difference between one carrier and another. Doesn't it
follow that the key differentiator in a marketplace such as this must therefore be brand
image/experience?

Where consumers can access the web and have fares from a number of competing airlines displayed
instantaneously (and there is often little or no difference between prices, etc) how do individuals
decide which airline to choose? It seems to me that air travel is increasingly becoming a brand defined
repetoire marketplace. As consumers 'perfect knowledge' results in increasingly homogeneous
product, the real competitive ground will inevitably be airlines' brand and image.
Nick Vale, Associate Media Director, Optimedia International (US) - April 29, 2002

Idiotic question. jetblue is building a loyal base; it's a terrific airline. Stay tuned. United, on the other
hand, has blown it. I hate that airline. Would never fly it again. Ditto American. (Unless it's the only way
to get where I am going). USAir much better than its image.
Richard Calderhead, President, Calderhead pPhin - April 29, 2002

Airlines here in Brazil aren’t great about their results -- as happens with many Airline Companies in
the world. They were increasing too fast; the stabilization of the economy brings more people on flights
and the most important cities have airports that are not prepared to receive a great number of flights,
so the companies miss timing. Otherwise the services during travel are becoming better, some of them
have a happy hour and gifts.

The most important thing that an Airline Company can do for great results is apply great brand
MANAGING, looking for the differences between its brand and the others and maximize the points that
consumers demand.
Jair Paulo Gonçalves Tavares Silva, Executive Manager, Madia Consulting - April 29, 2002

I fly many miles with business each year, for me the brand must convey the level of attention paid to
safety and security, and then deliver upon the safety promise. In the blink of an eye I'd drop all the
other "non-safety" related add-ons, as long as the price was reflective of any add-ons dropped. I
seriously don't understand how anybody can call for an airline to operate like a bus service when
creating safety on a bus is so much easier.
Gary, Manager Business Development Projects - April 29, 2002

Branding on airlines is irrelevant, the emphasis which is placed on the value-added aspects of the
product is more appealing to the business traveler, while price is more important for the average
tourist.
Anonymous - April 29, 2002

In Australia, we have just witnessed the demise of an airline that positioned itself on delivering
outstanding service. Unfortunately this wasn't enough to buy continued patronage. The focus was on
what food they served among other things, etc. Their last campaign costing 20 million was purely
based around the theme "shine." I still don't know what it all meant. In today's airline market this
approach is largely irrelevant, as most customers don't choose airlines for their menu chioce. The new
player in the market is Virgin Blue and their brand is strongly positioned to the 18-35 market. Their
campaign is oustanding with a core focus on treating customers as guest not simply passengers.
Every facet of the airline's communciation point consolidates this position. The staff actually seem to
enjoy your patronage, the planes fly on time (paramount), and being a domestic shuttle service there
isn't any reliance on winning in the menu stakes.

Overall they have positioned a commodity service by deliberately steering clear of traditional airline
stereotypes. No old crabby stewards, no fluff with special business clubs, no confusion as to tiered
ticket arrangements.

They looked outside of the category and tailored a smart, efficient and friendly airline without the
unecessary frills. Bottomline is most consumers just want to get from A to B in as quick a time as
possible. It's not that complicated.
Justin Anderson, Director, Blink Creative - April 29, 2002

yes i do care about the brand but most often the practicalities of the situation (company policy, price,
flying schedules) end up deflecting the intended choice to some other brand.
Anonymous - April 30, 2002

I will tend to agree with the counterpoint, where by, time & budget will govern the movement.
Siddharth, Business Analyst - April 30, 2002

Consumers are loyal to brands when they feel that the brand takes care of their individual needs,
which is why brands need to know the needs of their consumers.
Adebowale Sangosanya, Senior Art Director, Insight Grey Communication - April 30, 2002

Aren't price (or value for money) and punctuality an integral part of a transport operator's brand?
Lee Coppack, Director, Insurance Research & Publishing Ltd. - April 30, 2002

As a European view -- and depending wholly on being able to fly punctually on mostly short 1-2 day
trips, I exclude only a few airlines for insufficient security or punctuality performance (image). Beyond
that anything else but convenient schedules does not matter. Pricing seldom makes any difference
and most airlines belong to one the major airmile alliances. As a second choice I sometimes choose
the route operated with an Airbus rather than any other aircraft.
Timo, VP, Marketing Communications - April 30, 2002

What if, as a transatlantic business traveller, you could fly on a business-class-only airline within an
economy pay structure, yet still maintain the comforts of a major carrier? I'm currently researching this
topic and would be interested to receive any comments on this proposition from transatlantic business
travellers.
Rob Birch, Media Assistant, Manning Gottlieb OMD - April 30, 2002

Of course the brand matters. And don’t forget even Airlines like Go, Easy Jet, Ryanair are still
brands, even though they are projecting a totally different image than their more expansive rivals. The
heart of the matter is, the travelling community is more segmented than ever before, and the choice of
a busy executive who travels long haul every week is definitely different from a leisure traveller who
travels to the neighbourhood countries for the weekend. I have heard of complaints from people who
have flown with Easy Jet or Ryanair, for example, but they all end their complaint with a comment
addressing how cheap the tickets were.

The consumers are very smart, if they go for a cheap ticket, in the back of their mind they kind of
prepare for certain acceptable inconvenience. (For example the non-allocated seating arrangement,
and they don’t serve complementary drinks and food on board). On the other hand, for a frequent
traveller who values comfort and safety they would be prepared to pay a premium for that.
Louie Chow, Creative Director, World Writers - April 30, 2002

Brand definitely plays a major role. However the brand has to live up to its promises. For example if
an airline shows comfortable seats in its ads and has uncomfortable ones in reality...the brand loses its
strength...fast! So as long as quality matches branding, the airline will have a customer for life.
Revolution, Student, English Medium School Dubai - April 30, 2002
 People relate to brands on a personal level. If you feel that the brand fits within your lifestyle then
you will most likely buy into it. In the case of the airline industry, the lifestyle you lead would determine
the airline you choose based on the Emotional Identity of the brand (i.e. cheap/no non-sense,
luxurious, fun, hip, etc). Everyone relates to the Emotional Identity of a brand whether they know it or
not.
Simon Tam, Creative Director, Fountainhead - April 30, 2002

First and foremost, products and services are indeed brands but so are individuals; people, that is.
Metaphorically, if you befriend someone, in all likelihood, it's because you connected with that person.
Compatibility. If that person does something that is against your grain, you will need an explanation
and maybe, depending on the severity, you might be willing to forgive, but with caution! In other words,
the customer brand experience; positive or negative. Did it touch on all customer contact points, and
as a result, deliver on its promise?

The same applies to a product or service. If you purchase a product for the frst time for whatever
behavioral reason of the day it may be, as we all do, whether conciously or subconciously, and the
product delivers and then some, and on a longer-term basis, you can afford it, you will become a user
of that brand. And, I hasten to add, you will spread the news to all your friends, which then becomes a
sort of viral marketing, if you will. It's a positive dominio effect from there on until, of course, the brand
ceases to sustain its promise. However, depending on the product and negative encounter with it, the
longer you use it with great satisfaction, creatng the all-so-important brand equity, the more forgiving
you will be if the brand 'screws up.'

So, brands are very important; they are not the product per se, but rather the experience it gives the
consumer.
Nicholas Di Cuia, Creative Director, TVO - May 1, 2002

I pick the airline on the service to my hub city and the frequent flyer perks. Interestingly, I have flown
one million miles on United which entitles me to premiere executive status for life. That means that I
am no longer compelled to fly them to gain the annual perks -- but I do so because with the PE status I
am treated much better than on other airlines.
Richard Burns, gnu2 consulting - May 1, 2002

Seats on planes are a commodity, assuming the airlines have a good saftey record -- availability first
then price are key considerations. I'm not sure however I would be too keen to fly Aeroflot no matter
what the availability or the price...
Max, Senior Consultant, Origin Brand Consultants - May 2, 2002
 I would hazzard to guess that the majority of Frequent Flyers "earned" their status because their
company paid for their tickets, they flew a somewhat recurring route (to/from same city pairs) on the
same airline. The big issue here is who is paying for the ticket. I know if the majority of Frequent Flyers
who talk about loyalty to an airline had to shell out the bucks from their own pocket the issue of
"loyalty" would be to their wallet not the carrier.

Let's not confuse continued patronage with loyalty.

Paul Hebert, Solutions Architect, Carlson Marketing Group - May 6, 2002

I like to support start ups and the smaller under dogs, especially those "bucking" the big airline
pricing structure. The airlines like JetBlue, Spirit, Southwest and Reno are preferred. However, airline
brand names seem inconsequential when you need to get from Point A to Point B at a certain point in
time and at a "reasonable" price.
Kenneth A. Fox, Foundng Partner, The Soundings Group - May 6, 2002

It's interesting to read the comments and see differing opinions about the same airline. It is indeed
very difficult for an operation as large and as widespread as airlines are to maintain consistent
customer experiences, especially with so many elements out of their control (i.e., weather, security
delays, misconnecting flights). Since my husband is a pilot for a major US carrier, I know that his
company spends a great deal of time encouraging and educating about customer service, but it is
expensive and nearly impossible to police and/or reward the efforts of individual employees, due to the
airline's structure. These problems are particularly unique to larger carriers, not a challenge yet
encountered by some of the small, discount carriers like JetBlue.

I think that brand is important to an airline, but only to a certain extent, because there are a lot of flyers
who will buy for price and convenience first and foremost. But, airlines now have a great opportunity to
seize the moment of change in the industry and find ways to ease consumers through increasingly-
difficult check-in processes and the growing confusion of where to purchase a ticket. The industry is
indeed changing quickly, and I believe that, in the end, airlines that succeed in a low-cost standpoint
(saving a consumer money) and airlines that succeed in service (saving the consumer time and
providing additional amenities) will be the two main "brands" of airlines that will succeed long-term.
Joanna, Media Buyer - May 6, 2002

Why would business travellers choose little Virgin Atlantic over big, established BA by 2 to 1 on long
haul routes if it wasn't for a measure of brand preference?
Tom Morton, Virgin Groupie, RKCR - May 6, 2002
 I have a couple of 'no fly' carriers (Northwest) I also have a couple of 'love to fly' carriers like
Midwest Express. I also have one carrier I try to fly to get frequent flyer legs (Southwest). Theirs is the
only plan I 'work' because of the on-line booking bonus. I also book on Delta fo longer flight becuase
their equipment seems roomier and newer (equates to more reliable). We are booking less through
our travel agent so I have more freedom to choose and make my selections based on my experience
and the cost of the flight.
Jonathan Cipes, Director of Account Planning, Barkley Evergreen & Partners - May 6, 2002

Airline Branding absolutely matters. South West’s and Virgin’s branding strategy works so well
because they have thought through what a positive brand experience means to their customers.
Others like Air Canada are quickly eroding their Brand Equity among their loyal buyers by removing
frequent flyer privileges, charging inflated prices on routes and expecting the customer to know the
contents of their rule book.

As a result Air Canada has become one of the most despised brands o fly the Canadian skies. This is
due in part do to their monopoly on the Canadian marketplace, but mostly because their ongoing
actions isolate, alienate and annoy their customers. It’s gotten to the point that examples of poor
service and broken promises are posted on a third party gripe-site (http://www.errorplan.com).

In addition, the launch of brand extensions for Air Canada; Jazz, Tango, Zip have been so understated
that they cause more confusion than clarity. If anything customers just want to know that they will get
to their destination and get there on time, the use of a code-sharing or branded partner is usually not
that great an issue.

A friend told me last week he flew ABAC to Calgary. ABAC he explained means Anything But Air
Canada. He flies to the Orient 6 to 8 times a year on business. Air Canada has become too
bothersome for him to fly and he is amplifying his displeasure by telling others about it.

Branding is still vital to the Airline industry. Virgin, Southwest and West Jet are examples of companies
that are creating powerful brands in the industry. However, no amount of brand positioning or media
buy is going to make up for the broken promises that are killing Air Canada’s reputation as a quality
airline.
Robert Gillelan, President, G2-group - May 6, 2002

Airlines are choosen based on cost, nearest to destination & food. Usually positive branding does
help a bit after the 3 things above are considered but what would competely overturn the preference is
the airlines safety record. Even by offering the best in destination, food & cost, one would not fly if the
airlines safety record is unacceptable .
Vickneswaren.S.B - May 6, 2002

Here is how NOT to brand an airline! Recently I went to board an internal flight to my youngest
brother's wedding. There was some mixup with the tickets booked online, and they said we had to pay
3 times that price! A mildly heated discussion ensued, they were competely unhelpful so I had no
choice. But they had called the police, without any mention to me of the possibility of security being
called, not getting on the plane etc. I was detained as I was about to board the plane, taken back to
the police station and questioned till 2 am, fully fingerprinted and photographed -- for nothing more
than free speech. Can you believe a major airline and airport can get away with this!! (I am a 45 year
old doctor with NO history of criminal or violent behaviour, and I missed the wedding which was the
worst part of this ridiculous saga.)

Name witheld until after legal procedings.

John Walker, Doctor - May 6, 2002

For the information of the guy who asked about business-only airlines, check out
www.bluefoxairlines.com. As for the rest of the debate, the process of choosing an airline is a complex
one, since everyone's behaviour pattens are different, and, moreover, individuals' own behaviour
pattens vary according to enrivonmental and psychological factors. Things like economic status,
purpose of flight, distance of flight, nature of flying companions impact upon choices made between
competing brands. The successful airline brands of tomorrow will clearly identify their target groups
(not just demographically, but also in terms of usage patterns and journey types) and offer a service
which is taylored to the rational and emotional requirements of the group.
Chris Grannell, Development Director, CRICKET Brand Communications - May 7, 2002

Airline brands are nearly meaningless. I fly internationally all the time (not so much domestic) and
the services are mediocre at best. In many years of flying, I can say with certainty that no one has
gone 'beyond the call of duty,' which partially speaks to a 'maintain status quo' attitude among the
airlines. they all have the same message: 'We're better/friendlier than those other guys.' It all boils
down to: where do I need/want to go, and how much is it going to cost. More than the brand itself,
those are the main differentiators.
Ron Severdia, Creative Director, Delaplaine Creative - May 7, 2002

Loyal to my Airline. Used to fly with Ansett Australia until they went bust, now choose Qantas as my
airline. it makes such a difference.
Ross Donnan, Graphic Designer, Donnan Design - May 7, 2002
 Tom Morton (Virgin Groupie) makes a good point, but this covers more than business flyers. Having
to fly to Greece with work I am often amazed at the number of Greek families coming back on BA at a
considerable cost when they could have flown with Olympic or Easyjet. These guys clearly want to
experience the perceived increase in status that BA brings - they don't want to be embarassed
because they flew on the cheap. Why else do blue chips fly with the big brands and not work on a
value model? Again, image is everything.
Hereward, Marketing Graduate, Barclays - May 9, 2002

As much as the airlines pour money into branding and advertising, there is a great effect from
anecdotal evidence. If you're not paying for the ticket then you're happy with any big name that you
recognise, so that's your advertising budget paid for. It's when you're paying for the flight that you
really pick and choose.

Airline horror stories are some of the quickest to circulate and with flying being the most vulnerable
way to travel (greatest lack of control for the passenger) the more competency, service and quality
they can engender the better for them.
Jonathan, Designer, Freelance - May 9, 2002

Very few of the airlines do a great job of branding themselves in the first place. None of the ones
that I have flown on are able to consistently deliver on their promise to me (if they even promise to
deliver anything at all). For example, they advertise prices in the paper, but the odds of getting those
prices are slim because there is always limited seating at those prices. Also, I have taken some flights
where the attendents have been great and some where they have been terrible. The phone service is
inconsistent and the planes all look different inside. The airlines that I have flown with all lack
consistency in every regard, except for maybe the consistency of their inconsistencies. I'm sure some
airlines are better than others at branding themselves, but apparently I haven't flown with them.
Callum Beattie, Account Director, neuhaus design - May 9, 2002

Whether it's airlines or any other product, the ability to differentiate will depend on the market, ie, the
attributes the customer considers while making decisions. In case he does not find any difference,
brands become just another name. However, if a brand can deliver functional, operational or
psychological benefits to its target customer segment, than brands are differentiators.

Therefore, in the airline industry, we have brands like British Airways and Singapore Airlines, which
differentiated themselves by the quality of their service while we have numerous other brands, which
deliver me the same services and therefore fail to differentiate.
Rajat Gera, Asst Professor, Birla Institute of Management Technology - May 13, 2002

Having read most of the interesting comments below, I observe that there is a difference in
perceptions depending upon where you are. I live in the heart of Europe and rarely spend more than
two hours on a plane. I travel frequently between European cities, and rarely choose a particular brand
of airline. It's simple, if I have a meeting in Madrid at 11 am, I choose the airline that gets me to the
Spanish capital for 10 am. Any loyalty that I may have will depend upon the airlines punctuality.

Having said that, the rise and rise of low-cost airlines in mainland Europe is promising travellers cheap
tickets and a reliable service. Cheap they maybe but it's still the good old fashioned companies that
get you there earliest.

To conclude, branding is important, but its degree of importance rises along with the length of travel
time.
Chuck, Advertising Manager, France - May 13, 2002

Just like anything else, the Company's communication at the brand contact level forms the basis for
what the brand stands for in the customer's mind. This brand will influence the perceptions of the value
of what is offered, even if it is cheap tickets (look at Walmart). I don't think anyone can argue that
Southwest doesn't have an effective brand, or that some people will select Virgin Airlines because of
their perceptions of higher quality compared to other air carriers. Swiss Air was a premium brand that
suffered from their alliance with Delta when passengers transfering from Swiss Air to Delta became
disenchanted with the incongruity of service between the two carriers.
Steve Rapier, VP, The Artime Group - May 13, 2002

My first choice when choosing an airline is to go with those who are airline partners to the program
whom I am affiliated to. If their offer is not what I need/want then I go to who can satisfy my needs and
wants.
Angela Johansson, Marketing Communications Manager, Boise - May 14, 2002

Branding of the airlines does matter in the minds of the customer when it comes to selection of
alternatives... frequent flyers adjust themselves to an in-flight process that best suits them and gets
comfortable. They also look for the airline being loyal to frequent flyers with continued value additions.
and also loyal flyers become statement seekers, where the choice of airline would siginify their quality
of life or if it's an organization the stability and quality of it. If you're a Loyal Flyer Air lines do offer
special services, when it comes to seat reservations eg: SKYWARDS at emirates. also safety is now
looked upon with close interest and "lets travel in any airline" wouldn't cut it... Loyality is when you give
and get more than you expect...why change it??
Anonymous - May 14, 2002

SOUTHWEST ALL THE WAY!! I'll make occasional compromises, but they have the best prices and
the best on-time record.
Erik Fadiman, Graphic Designer, SVC - May 15, 2002

Having experienced travel with people like RyanAir & Co I now feel more inclined to use more
"traditional" carriers like BA, SAS, etc., on an emotional risk assessment level. However, the chance
for survival in the event of a crash is probably equal, not including the better service levels for premium
carriers.
Thomas Andersson, Founder, Vitamin Blue - May 20, 2002

It depends on whether I'm flying for business or personal. For business purposes, I don't care what
airline I'm flying on. But for personal travel, I want to fly with an airline I trust.
Matt Morano, Account Supervisor, Two by Four - May 20, 2002

Branding is always relevant. Period. There is no such thing as a commodity. A commodity is what
happens when a brand is absent or ignored. Airlines know little or nothing about branding. Only people
like Jet Blue and Southwest get it. Look at their positiong and continuity to execution. So far so good.
Promise made and delivered. The others are all over the board, too big to be one thing, don't know
how to re-position or how to even clearly define customer needs. And execution is a disaster,
inconsistent and never in sync with the promose. Big, old companies run by big old regimes. More will
fall and more brand oriented, customer centric airlines will prevail in the next decade.
Anonymous - May 21, 2002

Airline decisions are more than likely based on 2 main motivators, Speed & Economy and Safety. A
successfull airline brand will establish a relationship with its customers based on these two factors.
Other brand strategies will most likely be less successful.
Anonymous - May 22, 2002

This debate is a really interesting one.

But not because of the airline topic – which I would argue demonstrates what Chuck of France said
below: That the importance one subscribes to brand varies according to whether your flight is a short
hop (therefore equals a quasi bus journey of near commodity value) or a longer experience (therefore
equals a branded experience of less functional value).

What’s really interesting is that – whilst Brandchannel is normally a focus of objective and professional
debate – such objectivity flies out of the window when it concerns a subject on which we all have
subjective views and experience.

We have brand experts in here saying (and believing!) that the brand doesn’t matter to them (like
advertising experts always say “Personally, of course, ads don’t influence me”) and we have them also
quoting personal anecdotes as a means of justifying the branding discipline.

Which all goes to show that however objective and apparently academic this industry may claim to be,
when it comes to a subject that touches us all, we all seem still to be human.

I suspect this is a good thing!

Matthew Lonsdale, Partner, gospelbranding - May 22, 2002

We are talking about what are we willing to pay for service and price, related to safety. When it
comes to airplane safety, it's like the big white elephant in the room that everyone can see but doesn't
talk about. If it's a short hop or a long haul the brand shouldn't really matter but of course everything is
relative in this matter to the price and service expected. We should all but having more control or at
least make our airlines listen to us consumers more. After all we are the ones who control their destiny
and not the other way around, if you get the double meaning.

But think of this, imagine an airline that can garantee utopian safety, but had tiny seats and served
terrible food. Between this airline and say Lufthansa which is a respectable airline in my opinion (ah!
free branding), which one would you choose? I think we all know the answer to this one. Safety is
ignored today, since we are unfortunately so used to accidents. Healthy air brands should be
improving their services, since there is nothing more stressing than flying.
Fredrik - May 23, 2002

Day/time/how much? ARE the primary factors for choosing airlines! However, if 'day/time/how
much?' is answered with a list of multiples, then the door to the branding room is open.
Adam, design management-student - May 26, 2002

I think it is imperative, that we selectively attribute certain brand oriented specifics to the various
needs of the customer. This has never been more emergent than in the airline industry, where price,
safety, service, & punctuality are the by-words, not necessarily in that order. To echo the views of
some of the participants below, consumers are fast becoming brand savants, an aspect that further
refines the branding process. With the emergence of a slew of no-frills airlines in Europe, (Ryan Air,
Easy Jet, etc.) certain variables are precluded in the experience, while others are enhanced -- price for
instance, therefore attributing a more cost-effective approach to short-span air travel.

Long-distance air travel is governed on average by the safety, service, comfort, and in-flight service
aspects of the airline in question, which would therefore do well to factor this aspect into its branding
dynamic and differentiate itself from the others. Branding is never irrelevant -- especially more so in
the airline industry -- where one need simply look at Virgin Airlines as the quintessential low-cost,
experiential flight provider. Consumers will choose the airline that provides a composite image of all
'essential' factors necessary for air travel through an effective branding process that delivers -- thereby
leading to customer loyalty.
Sanjeet, student - May 27, 2002

Price and time are probably the biggest triggers. If those qualifications are met then brand comes
into play. Everyone knows that service is pretty much the same whichever the carrier...usual inane
smiles as you board, usual bland food.

I travel regularly from Amsterdam to London. A very short hop across the channel. Here's a breakdown
of the four major carriers on the route.

1.BMI - personable staff and fairly good sandwiches. 2.BA - patchy service 3.KLM - rude staff, a bag of
nuts for the journey. 4. Easyjet - more expensive than the others unless you book months in advance,
the overall experience is cheap (well on-brand!). Feels the least safe of all.

So taking availability and price out of the equation I'd fly BMI, but if not I'd just get the next flight.
Steve Rayner, web designer/strategist - May 27, 2002

Virgin Atlantic and Southwest are the only two airlines that have been able to differentiate
themselves from their competitors. One of the roles of a brand is to create preference. Even if the final
decision is made due to price, I know plenty of people who check with Southwest every time they fly.
Airlines would also be wise to see that the portion of the flying experience they can control is as
pleasant as possible. Disney's clean-cut, always smiling employees are an integral part of their brand.
Why any service-based business would allow their employees to be rude and uncooperative with
customers is beyond me. My guess is that Northwest hopes to differentiate itself with the surliest staff
in the business. Expect to see "fly the unfriendly skies" as their new corporate tagline very soon.
Ken Goldman, brand strategy consultant - May 28, 2002
 Yes, airline brand means reliability and comfort. Even more in Asia as the level of services offered
by Asian-based airlines are so much better than that of American-based airlines. Some Asian airlines
you know to stay away from, but that's what it's all about - you know what you get from each airline -
you make that choice.
Anonymous - May 29, 2002

I've been flying Malaysian Airlines and Singapore Airlines ever since I can remember - yes, even
from when they were one line called Malaysia Singapore Airlines or MSA.

Apart from any remotely possible stirrings of patriotism I do that because I find the attentiveness of the
staff, attention to detail and expression of caring all appealing.

I've flown with Cathay, Philippines Air, Luftansa and other carriers for various reasons...

But my preference has always been for MAS and SIA for the relatively better in-flight experiences I've
consistenly had with them