Project 2: Brand Brief

Looking at the four companies, JAL, Air China, Fiji Airways and Vietnam Airlines.

Transcript

1. BRAND BRIEF MAY 17TH 2015 DESIGN PROJECT 3.2.2 RICHARD WILSON
2. AIR CHINA
3. Onliness The only premier Chinese Airline that creates top of the line luxury for their passengers and reward members across 1,329 destinations in 194 countries who want to travel across the world when everyone else is focused on only affordability. Air China Vision To be the premier airline of China, servicing international and domestic flights. Authenticity Founded in 1988, Air China Limited has gone through many changes and today has merged with two other airlines to form the Air China Group which is now owned by the China Aviation Group. (Air China, n.d) Value Air China creates luxury for its guests and services over 1,329 destinations in over 194 countries. Competitors
4. Air China Coherence From their logo to online presence, Air China strives to showcase their culture for their guests. Meaning By embracing traditions of their culture, Air China delivers value, quality, and luxury services. Flexibility Their branding works on different levels. The color red is symbolic in China for good luck. The symbol of the phoenix is created from the acronym of V.I.P. Competitors
5. "Effective brand strategy provides a central, unifying idea around which all behavior, actions, and communications are aligned. It works across products and services, and is effective over time." (Wheeler 12)
6. VIETNAM AIRLINES
7. Competitors Vietnam Airlines Onliness The national Vietnamese airline that focuses on being the best in safety for their guests who want to travel through Vietnam, experiencing the unique culture in a time when we are connecting to the world. Vision To provide guests outstanding service and comfort to all areas of Vietnam and across the globe. Authenticity One of the youngest airlines, Vietnam Airlines started in 1993. Since then, they have excelled in customer service and exceeding industry standards for safety. (Vietnam Airlines, n.d.) Value They provide the most modern fleet for their guest while creating a sense of luxury and defining safety standards. (Vietname Airlines, n.d.)
8. Competitors Vietnam Airlines Coherence The golden lotus is an enduring symbol to the people of Vietnam. Upon the blue of the planes, the golden lotus is floating on a sea of blue. Meaning To provide guests with the top of the line service combined with safety and luxury. Flexibility Their branding works well on the air planes, half the plane is blue with the golden lotus, and their online presence stands strong with a clear distinct look.
9. FIJI AIRWAYS
10. Rebrand Case Study Fiji Airways Onliness We are the only airline for the Fjij nation that focuses on tradition and culture for anyone traveling to different nations along the pacific ocean who want to escape and reconnect in a time when we are more focused on business than family. Vision Sharing with guests the Fiji Nation, its people, and its culture by offering flights throughout the Pacific. Authenticity The only airline of Fiji, Fiji Airways was started in the 1960’s and have always focused on providing flights to great get away destinations. Value Fiji Airways provides guest with comfort and truly create a sense of family by sharing what makes their culture unique.
11. Rebrand Case Study Fiji Airways Coherence This is created through the logo, uniforms, and their online presence. The company has a uniformed look which focuses on the culture of Fiji. Meaning Offering guests a different experience which doesn’t end after the flight. Flexibility The new branding works on many levels. Its distinct from other international airlines. While other airlines focus on tying culture with logos, Fiji Airways tied their culture into everything.
12. JAPAN AIR LINES
13. Japan Air Lines Onliness The world class Japanese Airline that focuses on innovative technology for guest who want to explore Japan and the world with the added comfort of technology and luxury in a time when our lives on the ground need to match our lives in the air. Vision To provide outstanding service to guest in the sky with modern luxuries and technology. Authenticity Japan Air Lines was started in the 1950’s. Since then they have focused on forging partnerships with other countries to provide means of exploration for their guests. Value They provide comfort, luxury, affordability, and modern convinces which few airlines have. Project Company
14. Coherence From online to the planes, JAL tries to capture the spirit of exploration in style and comfort mixed with tradition. Meaning By building partnerships internationally, JAL brings the spirit of “Omotenashi” (warm hearted) to all their guests. (JAL, n.d.) Flexibility With their branding and philosophy, JAL is able to extend themselves into new forms of technology to better serve their guests. Japan Air Lines Project Company
15. The web has made us all global companies. In cyberspace, on our desktops, and on our mobiles, geography has become less relevant. While globalization has blurred the distinctions among cultures, the best brands pay attention to cultural differences. (Wheeler 14)
16. REFERENCES Air China. (Date unavailable) Company Profile. Retrieved May 13th, 2015, from: http://www.airchina.com/gr/en/about_us/company_profile/company_profile.shtml Air China Logo [Online Image]. (Date Unknown) Retrieved May 17th, 2015 from: http://logok.org/air-china-logo/ Fiji Airways. (Date unavailable) Welcome to Our Home. Retrieved May 13th, 2015, from: http://www.fijiairways.com/about-fiji-airways/welcome-to-our-home/ JAL. (Date unavailable) JAL Brand. Retrieved May 13th, 2015, from: http://www.jal.com/en/outline/brand/ Fiji Airways Logo [Online Image]. (September 11th, 2012) Retrieved May 17th, 2015 from: http://guessthelogo.blogspot.com/2012/09/guess-logo-1187.html JetSetCD (January 18th, 2013) Fji Airways/Air Pacific [photo image] Retrieved May 13th, 2015 from: http://www.jaunted.com/story/2013/1/17/16234/5219/travel/A+Little+Lift%3A+13+Other+Airlines+Who+Rebranded+Before+American Underconsideration (Date unavailable) Fiji Airway before and after logo [image] Retrieved May 13th 2015 from: http:// www.underconsideration.com/brandnew/archives/from_fiji_with_love.php#.VVQWBmDEq2w Vietnam Airlines. (Date unavailable) Our Background. Retrieved May 13th, 2015 from: http://www.vietnamairlines.com/en/about-us/our-background Vietnam Airline Logo [Online Image]. (October 18th, 2011) Retrieved May 17th, 2015 from: http://guessthelogo.blogspot.com/2011/10/logo-quiz-of-day-858.html Wheeler, Alina. (October, 22nd, 2012) Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons P&T