Brand Audit Singapore Airlines
Table
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INTRODUCTION ............................................................................................................................................1 BRAND INVENTORY.....................................................................................................................................2 THE SIA HISTORY ...........................................................................................................................................2 BRAND ELEMENTS ..........................................................................................................................................2 MISSION, STRATEGY AND POSITIONING..........................................................................................................3 PROFILE OF COMPETITIVE BRANDS .................................................................................................................4 BRAND EXPLORATORY ..............................................................................................................................5 CONSUMER ANALYSIS ....................................................................................................................................5 SOURCES OF BRAND EQUITY ...........................................................................................................................5 ASSOCIATIONS ................................................................................................................................................5 BRAND AWARENESS .......................................................................................................................................5 FAVOURABILITY .............................................................................................................................................6 UNIQUENESS OF BRAND ASSOCIATIONS .........................................................................................................7 CUSTOMER
INTRODUCTION ............................................................................................................................................1 BRAND INVENTORY.....................................................................................................................................2 THE SIA HISTORY ...........................................................................................................................................2 BRAND ELEMENTS ..........................................................................................................................................2 MISSION, STRATEGY AND POSITIONING..........................................................................................................3 PROFILE OF COMPETITIVE BRANDS .................................................................................................................4 BRAND EXPLORATORY ..............................................................................................................................5 CONSUMER ANALYSIS ....................................................................................................................................5 SOURCES OF BRAND EQUITY ...........................................................................................................................5 ASSOCIATIONS ................................................................................................................................................5 BRAND AWARENESS .......................................................................................................................................5 FAVOURABILITY .............................................................................................................................................6 UNIQUENESS OF BRAND ASSOCIATIONS .........................................................................................................7 CUSTOMER