Branding more than Just A Logo

12. For this discussion, pick an airline, domestic or international, and address the following topics:

Discuss the airline’s branding strategy.

What do you feel is their competitive advantage?

How does quality relate to customer satisfaction with the airline brand?

Since 2012 American Airlines started to be aware of the necessity to maintain customer loyalty. This is why it is working to restore its relationship with new and returning customers.American Airlines has developed a comprehensive marketing communications plan that encompassed making use of social networks, community gatherings, as well as rebranding initiatives in the hope of improving the perception of the general public about the airline (Nakano 2018.). The airline has focused its effort on the social web as well as their “The world’s greatest fleas” initiative, they want to express their appreciation to their loyal customers and, specifically targeting their demographic that includes female and male business professionals. The campaign also welcomes all types of passengers to American Airlines by assuring them that the airline has created an environment that is suitable to all types of travellers. Cont…

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