Essay on Brand Development Plan - Cathay Pacific

Words: 2533
Pages: 11

1. Company Background
Cathy Pacific Airways was founded in 1946, it is an international airline based in Hong Kong, offering scheduled cargo and passenger services to over 170 destinations around the world. The company is the industry's one of the few 5-Star Airline and be awarded the World’s Best Airline over years. It vision is to make the airline the most admired in the world, ensuring safety comes first; deliver service straight from the heart; provide outstanding product and service; produce superior financial returns and fulfillment corporate responsibility.

2. About the New Brand
International Air Transport Association estimates the number of people flying in Asia will rise by 360 million to one billion in 2014. The
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It was the heritage of the Cathay Pacific Group and their past safety record also is very well. The passenger often encounter situation is flight delay therefore the punctuality is play more important role. Wonder Air will try to ensure that the flight take off on time to avoid cause inconvenience, and creating a reliable image to customers.

Wonder Air commit provide the low fares no matter how far away therefore they have “Price Guarantee”, if the passenger find another airline that is lower than the Wonder Air fare on the same route at a comparable time, the Wonder Air will provide same fares lower 10%, let consumer feels honest and reliable.

Imagery
Brand imagery refers to more abstract aspects of a brand, relating to customer’s psychological or social needs (Keller, 2008). No budget airline has a hub at Hong Kong until now, if the Wonder Air becomes the first can creating a unique image in consumer’s mind. The fleet are using same livery and logo because unify image also can build the brand awareness. Regarding the personality and values, Wonder Air setting a low fares let customer feels aggressive but it is positive image because the airline satisfies diversity of passengers' travel demand.

Figure 3.1 Customer-Based Brand Equity Pyramid

5. Brand Positioning
Points of Parity (POPs)
Wonder Air is also offering low fares by removing all non-essential services, if the customers want to add additional services need pay the