Role of Band Strategy Development in European Airline Industry

Today, the aviation industry is going through an unseen crisis and every company is fighting
for survival and is reducing costs. The current conditions make it difficult for airlines to leverage their brands. As the matter of fact when people shop for an airline ticket, they are often forced to base decisions on price, route, schedule, corporate policy, or frequent flyer points–none of which involve the brand. The customer‟s perception of value has changed. With cost as a strong restraining factor, customers evaluate more essential benefits: reliability, quality, punctuality, safety, and price. They want more for less money. Airlines are seeing a huge decline in the number and frequency of travelers and losing a major source of revenue. The obvious beneficiaries in this environment are the low-cost carriers. In the long-term, the successful airlines should use this period of uncertainty to redefine their strategies, including brand strategy. The problem is that airlines are now occupied with reducing costs and often forget about the importance of branding. This can lead to long-term financial problems, possibly resulting in airlines leaving the market.
The study is topical as there is a the need to find out what is the existing situation in brand
strategy development of airlines in Europe, that are also now affected by volcanic eruption. It
is necessary to find a solution to the stated problem and create proposals to improve brand
strategies for aviation industry companies.
The object of research is the aviation industry and its current changes.
Delimitations
Study is about the low cost, hybrid and traditional passenger airlines (Ryanair, airBaltic and British airways) brand strategy development during times of economic downturn.
Hypothesis: Low-cost, hybrid and traditional airlines require different approaches for brand
strategy development in order to maintain companies‟ market position and continue their
development. Project aims to explore the consumers‟ perception on different airlines‟ brands in and to find out differences between airlines‟ planned activities and the results of implemented brand strategies. Study is determined to assess three airlines‟ present brand strategies and to evaluate their effectiveness and shortcomings. As a result, solutions to existing problems will be provided.
Research objectives are: to evaluate airlines‟ brand strategies‟ results by surveying employees and customers about companies‟ brand finding potential faults in airlines‟ brand strategies, and evaluate results of current
brand building strategies to explore brand strategies‟ impact on airlines' image among potential and existing clients to generate recommendations for brand strategy development for all three airlines.
Primary data for the research was obtained through questionnaires. The following direct survey methods were used: direct computer interviews for airline passengers (existing and potential), self-administrated direct paper interviews for airline employees, self-administrated.…