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Creating a sensory airline brand : Singapore Airlines / Jayakrishnan S.
- Format:
- Book
- Author/Creator:
- S., Jayakrishnan, author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Singapore Airlines--Management--Case studies.
- Singapore Airlines.
- Senses and sensation--Case studies.
- Senses and sensation.
- Advertising--Airlines--Case studies.
- Advertising.
- Physical Description:
- 1 online resource.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2024.
- Summary:
- Singapore Airlines is the flagship carrier of Singapore. In 2021, the airline decided to differentiate its brand and brand experience by using human senses. The challenges ahead for the airline are as follows: What are the senses to be selected? How will it create a meaningful difference to the passengers? Can exploiting human senses provide a memorable and contextual experience to its customers? Finally, considering the number of low-cost, no-frills airlines and passengers' priority for on-time arrivals and frequent flights, what is the future and scope for Singapore Airlines' branding efforts? How can the company retain and revive the branding effort given the changing dynamics of the aviation industry?
- Notes:
- Description based on XML content.
- ISBN:
- 1-0719-3109-1
- 9781071931097
- OCLC:
- 1417356951
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