AVIATN 3000 Chapter Notes - Chapter 8: Franchising
15 Jul 2018
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Reading chapter 8: brand building in the airline industry. Models in the ford cars lineup aimed at different markets. Few in the airline world, either in cabin classes or. skytrain with laker airways is an example of successful sub-branding c) d) Understand needs of selected target market a) b) "apparent" needs are the ones that passengers will admit to. "true" needs are deeper, and represent true buying behavior. Being sought after in the business and leisure market. Trade cycles of when people are more willing on b) Trade cycles of when people are more willing on spending money. Market gap analysis: making your product stand out from rivals. Spending is necessary to create a powerful brand to be sustained. Create messages that underline brand values, and reflect consistency. Allow clean slate and using brand values to match capability. Mergers and takeovers less common than in other industries. Usually the old brand is dumped for a new clean c)
