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Brand Management at Singapore Airlines
Introduction
The year 2014 saw the world renowned Singapore Airlines (SIA) bag a number of awards for its excellent services across the globe. It won the Best International Airline award at the Forbes Korea Best Brand Awards 2014 and was declared the ‘Best Airline in the world’ by BusinessInsider.com (USA) for the second consecutive year.
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From its exceptional in-flight services and iconic customer service representative the ‘Singapore Girl’ to wider online engagement on various social media sites, the airlines had evolved its branding techniques over time. In September 2013, the airline launched another brand campaign, ‘The Lengths We Go To’, which sought to showcase its unwavering commitment to customer service. Over the years, the company had highlighted the ‘Singapore Girl’ in almost all its promotional activities........
