The Air New Zealand Brand Strategy
Air New Zealand Corporation is the national airline of NZ. Its service is fantastic and recognized as such in the industry. What sets them apart, though, is their support and partnerships with other New Zealand companies and projects. For example, with the release of The Hobbit movie trilogy, they had several of their planes decorated with dwarves, elves, and Smaug the dragon. They also filmed a phenomenal new safety video where stewards and flight attendants sported elf ears, and even Gollem made an appearance. Through such a partnership, the air new Zealand brand has remain exception in the airline industry across the globe. Air New Zealand has also carried out promotional services with the help of the actors and directors of Hobbit movie. For instance, Air New Zealand invited its passengers to travel to the middle earth journey to promote the release of the hobbit: an unexpected journey. This promotional activities and the collaborations with other organization makes the Air New Zealand brand to remain outstanding and in that case, to attract more passengers in NZ. The primary element that this report will examine includes the messaging of Air New Zealand brand via its logo, name, and tag-line, the implication of its messaging on customers and the value positioning of the brand to its both current and potential clients.
One of the Air New Zealand significant identity is its logo. In that account, anyone can easily recognize and recall the name Airline New Zealand when he or she sees its logo symbol. This logo creates an impression to the customers that the organization prime itself as a sustainable company. For example, the emblem of the Air New Zealand is one of the artworks of Maori that is koru art, that its designer Kris Sowersby drew the paintings in NZ national flag colors. The korus and its spirals are one of the most significant art across the world through different cultures have a different meaning regarding the symbols of koru. In NZ, the inner coil symbolizes the beginning of the new life. Also, the outside spiral symbolizes the growth and continuity of life. The koru symbol as air new Zealand main identity feature symbolizes the organization ability to maintain growth and its sustainability in the industry (Air New Zealand, 34). In summary, the air new Zealand logo signifies the continuity of the company and its ability to continuously grow and expand.
The Air New Zealand distinguishes itself as one of the elegant and class airlines in the globe. The corporate achieve this through the exceptional services of catering and customers care. In that regard, the airline brand name has been elongated at the end of the letter to signify the organization’s credibility and its elegance in the industry. That letters momentum is fantastic, and the typeface font is thrilling. In that regard, to attract more customers, the visual appeal of the brand name is essential. One of the reason is that people tend to remember the visual image more than written words. The designing of the brand name in black color also creates an impression to customers regarding the unique hospitality culture and statesmanship of the people of New Zealand across the globe. Through the letters and font designs, the organization portrays to the clients that their services are of high quality (Air New Zealand, 34). In summary, the brand name implies to the customer that the airline is classy and exceptional.
The air new Zealand prides itself with competence, quick series, and trustworthiness. The company has set a parameter through the messaging of its tag-line of what a customer should expect. For example, the company’s tag-line being there is everything implies to air passengers that they should consider the airline as their choice of traveling (Air New Zealand, 34). The tag-line create memorability to the mind of the people. In that account, when an individual wants to t5ravel with the airline, he or she recalls the slogan being, there is everything. Clients can, therefore, make the air new Zealand as their favorite airbus choice because of the through their tag-line, there can remember the air new Zealand flight services. In summary, the tag-line of Air New Zealand makes customers recall airline services (Cliffe, 1072).In that account, the airline has been able to create an image of the corporations that provides quality services to its clients.
The brand strategy of Air New Zealand focuses on all ages.T he organization has been able to communicate to all the groups within the society via the brand name, logo and the tag line (Cliffe, 1069). The company message to its client through its tag line being there is everything that implies that the company can facilitate the movement of all types of its customers regarding the age. For example, the company in adherence to its tag line has advanced its technology, the air band that uses chips to guide the children who travel without the aid of their parents to be able to understand how they should conduct themselves. Also, the organization advancement in technology allows them to serve the elderly, and the disable with ease by use of the cellphone feature in the airline mobile that enables passengers to order drinks, food with ease. In summary, the message being there is everything.
Air New Zealand has turned around the Airbus customer care services. The company use of dragon image on its boing aircraft 777-333 communicate to its clients that the company is exceptional and is ready to make their journey as enjoyable as possible. For example, the organization has revolutionized the safety guideline video from annoying clips to a more entertaining session (Air New Zealand, 34). This entertainment session the company has achieved through the use of Hobbit movies actors and directors to communicate the message in a captivating way. In that account the, organization through the use of dragon image on its plane open a window for entertainment in the Airbus and the air new Zealand is the in the forefront of ensuring its passengers gets the best while traveling, providing enjoyable moment though guidelines and throughout their travel.
The airline name momentous written design create a message to the clients that the organization offers classy services to its customers. For example, the Air New Zealand airline offers various onboard services depending on your ability to pay. In that case, they can ensure that their customers reach their destination safe, relaxed, and refreshed (Air New Zealand, 34). The airline, through its branding strategy department, crafted the font size in that fashion to display elegance. The organization clients can, therefore, expect quality services from the company.
Air New Zealand creates a heartfelt message to its customers through the paintings of the koru logo in its image. The koru art symbolizes prosperity, and therefore, the organization tells its customers to trust its services since the organization will continue serving them continuously (Air New Zealand, 34). In that regard the company assures people its capability to ensure profitability. Majority of clients want the company whose future is not dwindling and the Air New Zealand through its koru symbol prides itself as a successful corporation. The entity logo, therefore, enables the company message to be outstanding because the organization uses such logs on all its assets, services, and products. People of different cultures in New Zealand and beyond appreciate the values and culture of the airline as the company has portrayed in its logo.
Air New Zealand has position itself as an organization which offers exceptional services to its customer. In that case, the corporate’s brand is crafted to assure customers that they will get satisfactory services once they use the airline services. Moreover, the organization has sold its brand to customers, ensuring them that one they buy from them they will get quality and discounted prices. For example, the organization offers a discount for a various destination when an individual books tickets earlier. Furthermore, the organization ensures customers are fully satisfied by visiting them in the operational area. Also, they provide guidelines to customers to ensure they are fully satisfied. In summary, Air New Zealand has assured its clientele that those who will purchase any of its brand product will get high-quality services and satisfaction.
Human resource is one of the areas that are paramount if the organization wants to realize success. With the air new Zealand, they have crafted their organization in suitable organizational structures that ensure seamless productivity of its staff. The airline, therefore, through its organizational structure and its efficiency in service delivery guarantees both future and current client that its staff is highly competent and efficient (Schofield, 25). In that case, the consumers can trust the services and products that the airline offers or sell. Moreover, the organization’s staff are innovative and have innovated various programs that ensure the customers are served better and are satisfied. In summary, the company guarantees its clientele of highly, efficient, and competent staff.
The company continues to advance its technology to ensure that its services to provide the products and services are meeting the demand and expectation of the consumers. For example, the company launched 100 million dollar refurbishment lounge (Best Buy’s Strategy Is a Response to Market Demand, 47). The organization designed this product to increase the desirable customer experience, especially while traveling to long distances such as from Auckland to a place like London. Through innovation and information technology, the company assures its clientele of better experience in every point their aircraft land. In summary, the company guarantees its customer base continuous development of its services through technology advancement and innovations.
The organization has patterned with other organization across the industry and other sectors in the market, such as entertainment to ensure their customers get various services as they travel using the airline Airbus. For example, the airline has collaborated the new line cinema to promote their premier shows such as hobbit: the dissolution and hobbit: an unexpected journey. This two-film did promote not only the hobbits shows but also was a source of revenue and entertainment. Through the movies series, a lot of tourists visited the country. Also, the company made the video clips for guidelines more entertaining by use of some of the characters featuring in the hobbits movie. The company, therefore, assures its consumers of refreshment and entertainment throughout their onboard journey with the airline. In that summary, ensures its customers to collaborate with its customers to provide the best services to its clientele.
The air new Zealand branding activities have gained momentum in recent years. However, not all of its branding activities are acceptable to everybody. For example, in 2019, the organization was forced to cut its kiwi safety video. Many considered the video as a mockery of the safety measures (Schofield, 25). In that regard, the client has the possibility of resisting some of the branding activities the airline is carrying out. If the branding activities goes contrary to the norms and culture of people, the people will not accept such actions. People may decide to demonstrate in the start, use lobby groups, or use the members of parliament to center a motion against the activities. Also, the government may burn actions which do not comply with its regulation (Pearce, Douglas & Schänzel, 10). In that case, the company has a responsibility to ensure they have done thorough research before launching any branding activities. Also, they need to consult or take a survey from the general public to ascertain whether the event they are about to carry out is suitable or not.
Also, the change of employees and the quality control measures may not resonate well with people. For instance, an employee may be qualified but does not understand the cultural activities of the people he or she is serving. In such a situation; the passengers may raise a concern about the organization customer services( Francis, Graham& Lyon, 2.4). In that account, the organization is doomed to experience an adverse reaction from the customer. Consequently, the organization needs to employ staff who are not only qualified but also understand the culture of his or the passengers so that the conflict does not arise when the team is serving the client. In summary, if the airline employees people who are not familiar with the culture of people they are serving, the public may complain and resist the organization branding activities.
Finally, air new Zealand is one of the world’s most prestigious airline. Also, the organization brand has gain popularity because of the messaging contain in its brand. The brand messaging allows the organization to communicate to its future and current client what they are doing and where they are going. In that account, the organization can be able to create a clear identity that stands out from the rest of the companies. Also, when setting branding activities, the organization should ensure there have done thorough research to ensure its branding activities are not illegal to avoid negative reiterations from the consumers. In summary, the brand messaging can help an organization in value positioning.
Work Cited
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Francis, Graham, and David Lyon. “The Development of International Air Links via Regional Airports in New Zealand.” Journal of Airport Management. 2.4, (2008). Print.
Pearce, Douglas G, and Heike. Schänzel. “Destinations: Tourists’ Perspectives from New Zealand.” International Journal of Tourism Research. 17.1 (2015): 4-12. Print.
Schofield, Adrian. “Australasian Orders Still on Track Despite International Headaches: Airline International Operations Face Financial Challenges; Qantas and Air New Zealand Remain Focused on Long-Haul Orders.” Aviation Week & Space Technology. (2019): 25. Print.