Creating a sensory airline brand : Singapore Airlines /

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 pass...

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Bibliographic Details
Main Author:	S., Jayakrishnan (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2024.
Series:	SAGE business cases.
Subjects:	Singapore Airlines > Management > Case studies. Senses and sensation > Case studies. Advertising > Airlines > Case studies. Sens et sensations > Études de cas. Compagnies de transport aérien > Publicité > Études de cas. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
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?
Physical Description:	1 online resource.
ISBN:	9781071931097 1071931091