Brand Analysis Lufthansa
Fall
2014
Brand Management - Lufthansa
Tongji University Shanghai
Marketing in China – 2040168
Ioannis Assiouras
Patrick Layer – patrick.layer@gmail.com – 88069 Tettnang Germany
Table of Contents
1. Overview ............................................................................................................................ 3
a) Passenger Transportation ............................................................................................. 3
b) Logistics .......................................................................................................................... 4
c) MRO-Services ................................................................................................................ 4
d) Catering .......................................................................................................................... 4
e) IT Service ........................................................................................................................ 4
2. Brand history ..................................................................................................................... 5
3. Brand positioning .............................................................................................................. 6
a) Points of Parity............................................................................................................... 6
b) Points of Difference ....................................................................................................... 7
c) Brand positioning........................................................................................................... 7
d) Who are the main competitors? ................................................................................... 9
e) How the brand is similar with these competitors? ..................................................... 9
f) Market
2014
Brand Management - Lufthansa
Tongji University Shanghai
Marketing in China – 2040168
Ioannis Assiouras
Patrick Layer – patrick.layer@gmail.com – 88069 Tettnang Germany
Table of Contents
1. Overview ............................................................................................................................ 3
a) Passenger Transportation ............................................................................................. 3
b) Logistics .......................................................................................................................... 4
c) MRO-Services ................................................................................................................ 4
d) Catering .......................................................................................................................... 4
e) IT Service ........................................................................................................................ 4
2. Brand history ..................................................................................................................... 5
3. Brand positioning .............................................................................................................. 6
a) Points of Parity............................................................................................................... 6
b) Points of Difference ....................................................................................................... 7
c) Brand positioning........................................................................................................... 7
d) Who are the main competitors? ................................................................................... 9
e) How the brand is similar with these competitors? ..................................................... 9
f) Market