Brand Elements and Differentiation

Name: Pakistan International Airlines (PIA)

URL: www.piac.com.pk

Logo:

Slogan:Great People to Fly With

Come Fly with Us

Ba-Kamal loog Lajawab Service

Color: Green National Flag on aircraft tail

12.   Brand Equity:The worth of a brand or A brands power derived from the goodwill and namerecognition that it has earned over time, which translates into higher sales volume andhigher profit margins against competing brands

.What potential challenges exist for brand equity in PIA.i The major challenge for PIA is to improve its quality image. People go for it for the domestic travel for the reason that it is relatively better and safer than existing airline ,any good international airline, if it decides to cater Pakistani customers‟ domesticneeds by entering the market, can seriously hurt PIA. ii. Another challenge is to rigorously train the staff to improve the service perception ofthe customer.Customer Based Brand Equity Model 12

13.   Criteria for Choosing Brand Elements Brand elements are those trademark devices that serve to identify and differentiate the brand. The main ones are brand names, URLs, logos, symbols, characters, slogan ,jingles, packages and signage .Memorobility: A necessary condition for building brand equity is achieving high level ofbrand awareness. PIA is very easily recognized and recalled because it is named afterthe country‟ s name, has green logo and a very memorable slogan. The research results show a high level of brand, slogan, and logo awareness.Meaningfulness: Brand elements can take all kind of meaning, with either descriptiveor persuasive content.A very important criteria is that the brand elements should provide(i) General information about the nature of the product category(ii) Specific information about particular attributes of the product.Pakistan

International Airline provides the general information about the productcategory as well as some specific information i.e. country of origin, but it does notprovide information about specific benefit by brand name, slogan or logo.Likability: Criteria for likability is that brand elements should be fun and interesting, richin visual and verbal imagery, and aesthetically pleasing. PIA brand logo has a richvisual imagery that evokes a sense of national connect in the mind of the customer.Also, the brand name style, and logo are aesthetically very pleasing.Transferability: Transferability of brand elements means they should be transferableacross product categories and across geographical boundaries and culture. PIA‟ sname, slogan and logo suggest it is an airline, so transferability across productcategories is limited. Also, as Pakistan is not enjoying a positive image around the worldat the moment, the brand elements transferability across geographical boundaries andcultures is limited. For example, given the fact that American culture presentlydominates the world, American Airlines can successfully operate in most countries if itwishes so. But at the moment Pakistan International Airline cannot leverage the countryname. 13

14.   Boeing 777-200LRBy making effective promotion of our brand PIA we can attain majority of peopleattention easily by effective communication with our customer by using Mass Media Holiday Packages Economy Plus/Business Class Domestic (All Major Cities) National values are strongly associated with PIA Online Booking/e-Ticketing POD’s Economy Class Domestic and International Flights Schedule Airline and Cargo FacilityAdaptability: Brand elements should be flexible and updatable. PIA has successfullybeen updating some of its elements, for example slogan. The brand name and logo isalso easily updatable with a touch of creativity.Protectability: Brand elements must be legally and competitively protectable. Thebrand elements of PIA are protectable both in terms of legal and competitive sense, andare registered. Also, PIA is a national flag carrier which makes its brand elementslegally and competitively protectable. The fact that the brand is named after thecountry‟ s name, it is unlikely that the brand name will be copied internationally. POP’s &internet. Positive thing is People are aware of the signs, slogan, symboland URL of PIA are highly memorable, and people are well aware with these.A large majority of the respondents were able to recognize the slogan and logo of PIA,but not associated nowadays air travel with PIA because of less services provided andhigh fare charged . But we can attain

majority of people attention easily with effectivecommunication with customer via using Mass Media as few people aware of the onlineservices PIA is providing through its URL, and finds online reservation very convenient.And by offering various packages and discount to our customer. 14

15.   Brand Differentiation:The brand differentiation is basically brought by positioning of brands. Positioning is theplace which the brand makes in the minds of the customers or in market.Competitive Position of PIADifferentiationCompetitive Moves • PIA is having 48.4% market share internationally and 65% domestically, and PIA has the Market Leader Competitive Move in Pakistan. • Competitor Attack Strategy • The attack strategy of PIA against its competitor Air Blue is Flanking Attack Strategy.Positioning of PIAPIA‟ s existing Positioning StrategyCurrently PIA positions itself within the following positioning strategies.1) Positioning by attributes.2) Positioning by price and quality.3) Positioning by product user. 15

16.   Positioning by AttributesIn this strategy PIA positions itself in the mind of the consumers as the reliable airtransport service provider. Because from all the airline companies of the world PIA hasthe least crash rate. By positioning the reliability attribute of the airline in the minds ofthe consumers, people prefer to travel from PIA. Because of the safety attached withthe PIA. Attribute of speed is also attached with this positioning strategy of PIA. Nomatter the flight takes-off half hour late but it will reach to the destination on the exacttime i.e. will not be late. characteristic of safety is also associated with the airline as PIAhas the following certifications.-European Aviation Safety Agency (EASA)-IATA Operational Safety Audit (IOSA)-Civil Aviation Authority of Pakistan ( in accordance with the International Civil AviationOrganizations Standards)Positioning by Price and QualityIn this positioning strategy, PIA can paints the image of being the less price taker byproviding high quality to the customers as compare to the competitors. Examples isgiven belowIntroduction of New Additional Low Cost Flights Packages“PIA express” PIA introduced additional low cost flights. PIA express at 20% less fare.1)This facility is available in Business Plus, Economy Plus & Economy C lass.2) No meals.3) Stand by fares applicable.Positioning by Product User.PIA positions itself as an ambassador of Pakistan in the world. Pakistani expatriatesresiding outside the country feels proud when they see an airline of their

own home-country carrying the national flag. This arises the loyalty factor in the hearts of theexpatriates and they prefer to travel by PIA. 16