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PASSENGER DRIVEN AIRLINE BRAND DESIGN

机译：乘客驱动的航空公司品牌设计

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Airline branding communications should comply and compliment the projected offering tothe passenger audience. Passenger perception and satisfaction depends on the accuracy andsimplicity of airline branding communications mirroring the provided offering. This becomesof crucial operating importance due to passenger memory associations, especially for airlinebrands undergoing change. The authors describe the creation of customized airline offeringsthrough the relation between airline brand, offering and consumer perception. Brand offeringcommonality, marketing communications, increased consumer awareness in their rights,cultural, political, environment issues, and human rights create a puzzling market climax. Theoverall characteristics of air-travel around the world, as perceived by the passenger, arebecoming increasingly similar irrespective of airline, creating confusion. Ultimate goal is theintegration of brand essence through all the possible communication means between theairline and the passenger to translate the differential values of the airline through the humansenses. This is possible by creating a differentiating mix based on consumer perception basisof an airline brand, and customized with reference to the core brand origins. Brand designprocess could benefit from this synthesized information for the creation of a suitable andmeaningful airline brand.
机译：航空公司的品牌传播应遵守并补充预期的产品，以 乘客观众。旅客的感知和满意度取决于准确性和 反映了所提供产品的航空公司品牌传播的简单性。这变成 乘客记忆的关联，特别是对于航空公司而言，具有至关重要的运营重要性 品牌正在发生变化。作者描述了定制航空公司产品的创建 通过航空公司品牌，产品和消费者感知之间的关系。品牌提供 共同性，营销传播，消费者对其权利的意识增强， 文化，政治，环境问题和人权造成令人困惑的市场高潮。这 乘客感知到的世界各地航空旅行的总体特征是 不论航空公司如何，都变得越来越相似，从而造成混乱。最终目标是 通过品牌之间的所有可能的交流手段整合品牌本质 航空公司和乘客通过人类来转换航空公司的差异价值 感官。这可以通过基于消费者认知度的差异化组合来实现 航空公司品牌，并参考核心品牌起源进行定制。品牌设计 过程可以从这些综合信息中受益，以创建合适的 有意义的航空公司品牌。

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