These both leading airlines Emirates and SIA
compete to be top-ranked in the same long-haul flights market as luxury
market-players. However, there some differences in building their brand equity
through perception of these brands between customers.
Salience: Meantime, Emirates is considered a #1 global leader being far
beyond SIA and others competitors. Emirates wants to be a prototype of
lifestyle and works hard on wide spreading this goal through numerous brand
campaigns by interaction with customers. Emirates major aim is to be the
best global airline between leaders
Performance: Emirates work process is based on only new fleets’ usage, eco-efficiency with minimum waste of energy and fuel, usage of bio-materials and bio-fuel. Company has limited number of accidents. Safety plays an essential role in its performance. The time-management is on high level.
Imaginary: Company follows its innovation strategy in every
step. Emirates’ Inflight Entertainment System is one of the best between all
the competitors. It was the first airline to SMS and email service in every seat and was the first who allowed mobile phone use inflight.
Judgment: Emirates is considered as a luxury brand because of its performance,
high quality of product and services delivered to customers. The company
recruits the competitive stuff, but invests a lot in its traineeship.
Feelings: Consumers have a feeling of satisfaction regarding Emirates. Company is
always associated with superior comfort and the high quality facilities,
excellent customer service in all cabin classes. People choose Emirates
as they could combine the flights with all the necessary facilities for comfort
on-board.
Resonance: Flying with Emirates became an attribute of top
lifestyle with no borders trips all over the world. Emirates goal is to create
a global community. People who even haven`t flied with Emirates follow this
company and show the loyalty towards the brand. Company attaches emotionally
with customers even on ground. Customers like to be engaged into this company.
SINGAPORE AIRLINES
Salience: SIA as Emirates wants to be global brand loved by everyone.
Company aims to be a leader through innovation and sharing brand value between
customers
Performance: The average age of its aircrafts is six years and nine months, making the fleet one of the world’s youngest and most fuel-efficient. Singapore Airlines is heavily increasing its brand awareness and increasing the perceived value of its brand through being the first to use new aircrafts. This certainly was a marketing tool which Singapore Airlines used to increase its brand equity. Safety as the key factor of their performance. Company’s performance also based on new technologies usage for inflight services. SIA has started the inflight entertainment since the 2000.
Imaginary: SIA brand has always been concentrated to provide excellent authentic Asian customer service of high level that customers percept it as brand of genuine quality.
Judgment: is considered as a luxury brand, it is judged has high quality car with great performances brand.
Feelings: Company makes a great accent on airhostesses who are expected to deliver a perfect service in the authentic manner. Customers can feel the uniqueness of SIA high quality service.
Resonance: Singapore Airlines aims to make customers loyal all over the world and make them attached to their brand.
Sources: Emirates corporate website
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