1) Physique: the set of the brand’s
physical features which come to customers’ mind when the brand name is mentioned.
2) Personality: it is the brand’s
character. It represents the way the brand speaks to its customers.
3) Culture: it is the system of values
and basic principles the brand base its behavior on.
4) Relationship: it represents the
strength of the relationship between the brand and its customer.
5) Reflection: it makes reference to stereotypical
user of the brand.
6) Self-image: it is the way customers
see themselves compared to a brand
Singapore Airlines
1) Physique
When we
speak about Singapore airlines, the first thing that come to customers’ mind is
the Singapore Girls, who actually are flight stewardesses. They represent the
Asian grace and hospitality and have a unique uniform designed by Parisian
couturier Pierre Balmain. They are a very designated and visual part of the
entire brand experience.
The logo of Singapore Airlines is also
something important for the brand image and is composed of a “bird” also known
as the Silver Kris.
2) Personality
Singapore airlines is considered as being a
luxury and premium airline. According to the 5 dimensions of brand personality,
we can deduce that Singapore Airlines personality is based on “sophistication”
and “excitement” thanks to its luxury and innovative image.
3) Culture
The values Singapore Airlines stands for mostly
results from the heritage of Asian values and tradition based on hospitality,
kindness, respect, elegance and serenity.
4) Relationship
5) Reflection
Singapore Airlines is often associated with high
social class and prestige. The stereotypical customer of the brand can be describe
as rich, elegant and multicultural.
6) Self image
Customers of Singapore Airlines will for sure
see themselves as unique, privileged and premium thanks to the premium services
offered by the company. This is even more true for the first and business class
who receive unique and personal services but economic classes have also their
top services as on-demand entertainment option, seats innovative design,
delightful Asian and International dishes…
Emirates
1)
Physique
As Singapore
Airlines, Emirates is very often associated to its air hostesses which their
unique uniform with a red hat and a white scarf. When people see these women
with this uniform, they immediately know that they are Emirates’ crew.
The logo is
also very representative of the brand and consists in the name
"Emirates" written with Arabic calligraphic letters.
2) Personality
Regarding the brand
personality, we would position Emirates in “Excitement” and “Competence “.
Indeed, Emirates is known to be the first mover regarding new innovation and
offers very high quality services: they are the first entertainment provider
for all classes.
3) Culture
The culture of Emirates is
mostly based on some values that drive the company to do their best. These
values are: innovation, community engagement, leadership and reliability.
4) Relationship
Customer satisfaction is a
core value for Emirates. They consider that the emotional ties and bonds as the
key factors of being the #1 consumers’ choice. Everything the brand propose is
made to admire people. Emirates want to create long term relationship by being
engaged with customers but also with people all around the world. They also
empathize a lot on they loyalty program who are very important and reward
customers.
5) Reflection
With its high-quality services
and innovation vision, Emirates customers can be defined as business people
from 30 to 60 years’ old who are looking for luxury and comfort in travel. They
target all customers regardless of nationality.
6) Self image
People who travel with
Emirates feel like being at home, in the move and being able to do what they
want in flight. The comfort of the first and business classes are incomparable
(business suites, lounge…) with innovative offers and services, this is an
exception and personalized way to travel all around the world without realizing
it.
(Sources : Singapore and Emirates Corporate Websites
Photo credits : Singapore and Emirates Corporate Websites )
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