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7205MKT

Course Name:

Branding

Due Date: 20/4/2015

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Hai Yen PHAM

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Singapore Airlines Branding in the past, the present

and the future

Summary
The assignment is a brand audit of Singapore Airlines (SIA), one of the most iconic airlines wellknown by the majority of people in the world. The paper initially starts giving introduction to explain the
purpose of the report. After that, the history as well as the context of Singapore Airlines brand is
mentioned briefly, then brand positioning of Singapore Airlines is described with key information such as
the quality of services, target market segments. The study also analyses the theories of branding like the
sources of brand equity, brand values, brand personality and brand communication to stakeholders.
Besides giving the theories, the assignment indicates and evaluates each theory with Singapore Airlines
brand. According to the paper, Singapore Airlines has good sources of brand equity in terms of brand
identity, brand awareness and brand image. Singapore Airlines has the priority of its intrinsic brand values
when SIA inform six core values in every SIAs sustainability report and all its brand strategies towards
those values. The assignment determines Singapore Girl as brand personality of Singapore Airlines with
the set of human characteristics associated with the brand including warm, gentle, graceful, elegant and
sincere (Aaker, 1997). Singapore Airlines also has good brand communication to both internal and
external stakeholders to foster SIAs marketing. Along with the development of society, several
complicated marketing practices and challenges have occurred recently in branding in general and SIA
branding in particular. After listing major challenges of Singapore Airlines branding, the study ultimately
provides some practical solutions to address the problems.

Table of Contents
Summary

1. Introduction

2. Brand background and Brand positioning

2.1. History and Context

2.2. Brand positioning

3. Brand equity

3.1. The theory of the sources of brand equity

3.2. The sources of SIAs brand equity
4. Brand values

4.1. The theory of brand values

4.2. The nature of SIAs brand values

5. Brand personality 5
5.1. The theory of brand personality

5.2. Brand personality of Singapore Airlines

6. Brand communication

6.1. The theory relating to brand communication to stakeholders 6

6.2. Brand communication of Singapore Airlines 6
7. Major challenges 7
7.1. Major challenges for the brand

7.2. The current challenges of Singapore Airlines brand 8

8. Recommendations 8
References

Appendix 1: Reflections

10

1. Introduction
Nowadays, brands are very important for running a business. Brands are providing people with identity
and fostering the senses of humans, especially a strong one will be generating profitable business. It could
explain why a growing number of business owners considerately focusing on strategic brand management
as brand have strong influence on entire operations. Knowing how important of brand management, Asian
media as well as conferences have frequently discussed about branding (Martin, 1967; 2006). Singapore
Airlines (SIA) is significantly emerging as one of the worlds leading carriers with its apparatus of route
spreads over 90 cities among 40 countries across five continents (Wirtz & Johnston, 2003). The Singapore
Airlines is also widely acknowledged by many people all over the world as the pioneer of inflight services
and excellent quality brand strategies as well as the great competitor of many airlines in whole world.
The purpose of this report is to analyze the current situation of Singapore Airlines in term of brand equity,
core brand values, brand personality, brand communication, the main challenges it have to face and
ultimately to give several feasible remedies for combating the issues. This paper will address the
Singapore Airlines in the brand management in the past, the present and in the future. Reasonable
management of branding strategy does not only substantially contribute to SIA accomplishing its
outstanding performance but also assure systems serving business needs and continuing to do so no
matter how environment changes.

2. Brand background and Brand positioning

2.1. History and Context
The maiden flight of Malayan Airways Limited (MAL) got off the ground from Kallang Airport in
Singapore to Kuala Lumpur, Ipoh and Penang on 1 May 1947 (Singapore Airlines, 2012/13). MAL
became Malaysia-Singapore Airlines (MSA) due to the request joining majority control of the company
from the Governments of Malaysia and Singapore in 1966. Perceiving the different in operating outlook
and priorities, the two governments eventually agreed to set up separate airlines (Martin, 2014). In 1972,
Malaysian Airline System (MAS) and Singapore Airlines (SIA) split off from MSA whilst the Singapore
Girl icon was created (Singapore Airlines, 2012/13). Previous research has indicated that Singapore
Airlines was in a different position than most other airlines at the time. (Martin, 2014). There were no
domestic routes to serve at that moment, SIA was complete to instantly begin competing with
international airlines for routes, getting entrance to airports, landing authorities and securing flight slots,
1

and appealing a new customer base. Compared with other state-owned entities, Singapore Airlines had to
endure a heavy emulation from the inception. However, this tough launch is the main key leading to form
a challenging spirit to compete and also a devotion to branding (Martin, 2014). The Singapore
government investment and holding company, Temasek Holdings, owns 56 percent of share in the
Singapore Airlines.

2.2. Brand positioning

Singapore Airlines was positioned as an advanced premium with high stature for service. SIA is steadily
keeping focus on evolving increscent product to its target market segment business and first class
travelers, with high income, a desire of quality services, regularly flyer who consider comfort over price
(C. H., 2013). It is no surprising that First Class customers are seriously valued as Economy Class
passenger pays only 8.5% of the First Class fare, and 14% of Business fare, while Business Class fare is
60.7% of the First Class fare (Ayob, n.d , p.7 ). Besides, SIA keeps its brand position up by being at the
cutting edge of technology, the newest aircrafts, amenities and service level which could be seen as its
Points-of-Parity (POPs). SIA also holds one of Points-of-Difference (PODs) when becoming the first
airline orchestrating the commercial aircraft Airbus A-380 in 2007, the world's largest passenger airliner
(Singapore Airlines 2012/13). It should be acknowledged that the airports at which Airbus A-380 operates
have upgraded facilities to accommodate it, meaning that SIA once again asserts the pioneer in the market
of airline industry.

3. Brand equity
3.1. The theory of the sources of brand equity
There are many opinions considering about the sources of brand equity. From customer-base brand equity
(CBBE) perspective, brand equity can arise as a result of high levels of brand awareness and strong,
favorable and unique memory associations (brand image) (Keller, 1956; 2008). However, it could be seen
from manager point of view that what the management of the brand has done to create the awareness and
image, in the other word, how the management creates a strong brand identity with strong brand
awareness and brand image.

3.2. The sources of SIAs brand equity

2

When analyzing brand identity of a company, it is necessary to consider that companys mission.
Singapore Airlines (2012/13) states that Singapore Airlines is a global company dedicated to providing
air transportation services of the highest quality and to maximising returns for the benefit of its
shareholders and employees (p. 4).
One of the outstanding visual brand identity is logo, which helps customers identify the organization,
assure that they have reached the right article incorporating critical commentary about the organization.
(Singapore Airlines Logo, 2012).

The iconic SIA consists of the bird (also known as the Silver Kris) logo. The bird has constantly
remained since its beginning, but the logotype and stripes used since 1972 were altered in 1988 to the
ones still in use today (The 30 Best-Looking Airlines Logos in The World, 2013).
Eugene (2010) emphasizes that the slogan of SIA Singapore Airlines A Great Way To Fly appears in
all its promotion to convey the quality of the Singapore Airlines brand. Meanwhile, the symbol of
Singapore Airlines is Singapore Girl created from the launch of its company, becoming trademark as well
as brand personality until now.
Singapore Airline also have strong promotion which is one of the most efficient ways to attract people to
use the product or service. For example, the nice and eye-catching colorful brochures of SIA are
appealing passengers being on the SIAs flight and they might do a very positive worth-of-mouth
advertising, eventually resulting in high effective branding of SIA.
Other brand identity elements such as brand communication and brand personality will be particularly
discussed later.

Regarding to brand knowledge, Singapore Airlines has created great brand awareness and boosted the
discerned value of its products by remaining true to its brand attributes in term of great in-flight
experiences, excellent quality entertainments and amenities (Eugene, 2010). In particular, SIA was the
first to provide passengers with hot meals, complimentary alcoholic and non-alcoholic beverages,
telephone services with its KisFone in the 1990s. Furthermore, SIA is also significantly raising its brand
awareness through being the earliest to utilize modern aircrafts (new Airbus A380). The strategy when
SIA applies mentioned technology programs is escalating cost efficiency to utilize the latest aircrafts
whilst SIA uses those events for marketing purposes (Martin, 2014).
Customers could recall being in Singapore when they see signs and billboards at the airport, magazine
and on television promoting Singapore Airlines (Eugene, 2010). It appears almost everywhere in the
napkins and cards that customers receive when being on the SIAs flights.
Singapore Airlines has also developed a positive brand image which strongly connects to peoples life
(contribute to the arts and education, communities, and the health and welfare of Singapores citizens, and
those in countries SIA fly to) (Bruce & Margot, 2004) and environmental concern prevailed through its
partners (encourage suppliers take part in environmentally-friendly activities), bio-degradable material
(alternatives for plastics and aluminum), environmental performance on the ground (in line with SIAs
constant contribution to retain resources, overall electricity, water and paper consumption), so forth
(Singapore Airlines, 2013/14) .

4. Brand values
4.1. The theory of brand values
There are a number of researchers and experts who are interested in the search for the nature of brand
values because of its importance in building brand strategy and associating to points of parity as well as
points of difference. (Keller, 2003, p. 151). Thus, an overview was created to brief core brand values as
will be condensed in three viewpoints: (1) values that are related to the organization; (2) values that
summarise the brand; and (3) values as they are experienced by customers (Urde, 2003, p. 1018).

4.2. The nature of SIAs brand values

Singapore Airlines (2012/13, p. 4) states the six core values of SIA:
4

Pursuit of excellent
Safety
Customer first
Concern for staff
Integrity
Teamwork

Among this six core values, values related to the organization are Concern for staff, Integrity and
Teamwork because of its important to unite the organization around a mission and vision (Urde, 2003,
p.1018). Singapore Airlines appreciates SIAs staff and willingly provides them with suitable training to
assist them in accomplishing their careers. Fairness is one of the most important thing that SIA always
take in consideration while doing business and maintaining relationships. SIA is proud of having many
staff from around the world, collaborating together for the same goal. Meanwhile, values that sum up the
brand of Singapore Airlines are considered as Pursuit of excellent and Safety. Those values could be seen
as brand mantras that Keller (2003) used to mention short three to five word phrases that capture the
irrefutable essence or spirit of the brand positioning when they exactly reveal what SIAs brand targeting.
Regarding to values as experienced by the customer, Singapore Airline has Customer first which SIA
appreciates their passengers as the first priority.

5. Brand personality
5.1. The theory of brand personality
Brand personality paves the way for a brand to speak and behave, reflecting the core brand values.
According to Aaker (1997), brand personality is interpreted as the set of human characteristics associated
with a brand. While brand image demonstrate the tangible benefits and attributes of a brand, in contrast,
brand personality shows emotional associations of the brand. There are five main dimensions of brand
personalities: excitement, sincerity, ruggedness, competence and sophistication (Aaker, 1997).

5.2. Brand personality of Singapore Airlines

5

When it comes to brand personality of Singapore Airline, it has to be Singapore Girl. Dian (2009) reports
that the Singapore Girl is merely the tip of the iceberg that plays a crucial role of bringing a sense of
calm and cheerfulness to tired passengers and conceals all the complexities of running an airline. The
Singapore Girl is actually becoming a very successful idea and its strategy almost connecting to mythical
status and aura about her (Martin, 2014). The appearance of Singapore Girl is evaluated like a pleasure
when customers could contemplate her in outstanding unique uniform at airports around the world.
Customer might be greeted kindly with welcoming smiles by the elegant, pleasant Singapore Girls with
their hair tied neatly in a bun or in French Twists, their nails painted red and their eye shadows painted
blue to match their uniforms (Eugene, 2010). The Singapore Girl obviously incorporates Asian values
and hospitality, best described as caring, warm, gentle, graceful, elegant and sincere, relating to SIA's
commitment to service excellence (Martin, 2014). Thus, Singapore Girl is classified as sophistication
types of brand personality (glamorous, pretentious, charming, romantic).

6. Brand communication
6.1. The theory relating to brand communication to stakeholders
Brand communication is most effective at engaging stakeholders when those stakeholders feel that their
voice could be heard, or they might have influences on the outcome. Brand communication is considered
as the art of bridging the gap in the perceptions the target audiences have about the brand. Keller (1956;
2008) emphasizes that a host of advertising and communication benefits may results from creating
awareness of and a positive image for a brand.

6.2. Brand communication of Singapore Airlines

First of all, stakeholders relationship starts with communicating to the brand ambassadors: the employees
of the organization. By comprehending the brand values, employees might begin a word of mouth
epidemic of positive incentives and transmit the brand message to differentiate the brand within the
playing field (Kotler & Pfoertsch, 2006, p.129). Singapore Airlines operates many activities to enhance
brand knowledge for SIAs employees via its corporate Intranet site, business meetings (cover SIAs
commercial activities and financial results), the Organizational Climate Survey (gather employees
feedback about work issue), so forth (Singapore Airlines, 2012/13, p. 11).

In 2013, SIA published a Code of Conduct on its website which contains SIAs values and with the
purposes of stimulating enduring development (compliance with laws and regulations, ethics and conflicts
of interest, safe and quality, environment, labor standards, so forth). Thus, suppliers can fully understand
about brand core value of SIA and comply with. (Singapore Airlines, 2012/13, p. 35-36)
As mentioned before, Safety is one of SIAs core brand value. Singapore Airlines have implemented a
diverse Safety programs (aircraft maintenance, passenger safety, food safety) to ensure passengers belief
and satisfaction. Besides, SIA created its official Facebook and Twitter channels to supply additional
points of contact for greater online customer participation, to inform essential information to customers.
(Singapore Airlines, 2012/13, p. 31-32).
In term of communication with community, Singapore Airlines has been assisted for various charitable
organizations, as well as arts, sports, educational, and heritage institutions through free air tickets,
fundraising as well as staff involvement. Singapore Airlines (2012/13, p. 41) emphasizes that SIA
believes that operating a successful airline involves contributing actively to the communities in which we
work and live.

7. Major challenges
7.1. Major challenges for the brand
There are several major challenges that every brand has to face, as now will be discussed. First of all,
savvy customers who are increasingly becoming more experienced with marketing, they are more
knowledge about how it works and more demanding. Another important change in brand environment is
the proliferation with new brands and products fostered by the rise in line and brand extensions. In
marketing environment, the fragmentation of traditional advertising media (especially network television)
and the development of interactive and nontraditional media, promotion. Besides, the marketplace has
become more and more competitive in both demand-side and supply-side. Meanwhile, the cost of
introducing a new product as well as assisting a current product is rising rapidly, making it difficult to
coordinate between the investment and the level of support for brands. Last but not least, marketers have
greater accountability in term of having to make decisions with short-term profit targets but long-term
costs, speedy job turnover, promotions (Keller, 1956; 2008).

7.2. The current challenges of Singapore Airlines brand

The current challenges for Singapore Airlines brand are greater accountability, increased competitive,
increased cost. Recently, many plane crash deaths occurred, triggering certain concerns for people over
the world about the safety of flights. Furthermore, target segment market of Singapore Airlines are first
and Business class components which would generate the greater profit, yet it is a remarkable challenging
market to overcome opponents dependable customers. Rising fuel costs and increased regulations is
putting Singapore Airlines under strain; therefore, SIA have to deal with its own fuel consumption and
carbon emissions.

8. Recommendation
There is a range of options available for Singapore Airlines to combat the issue. One measure would be
that boost the SIAs Safety program to reassure customers using SIAs product, simultaneously
maintaining SIAs high brand reputation in the market of airline industry. Another remedy is that further
research in the price customers are fain to defray for modern available choices, which should be adequate
for customers to rise the ticket fee, instead of producing extra demand in areas like the Business Class
lounge (C. H., 2013). Finally, Singapore Airlines should alter the company's mindset through a steady
shift in vision to be greener and to stimulate their innovations through an increase in Research and
Development (R&D) expenditure (UKEssays n.d.)

References

Aaker, J 1997, 'Dimensions of brand personality', Journal of marketing research, vol. 34 no. 3, pp. 347356
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Ayob, A. M. (n.d). Singapore Airlines Limited: Building a culture of service excellence. Retrieved from
http://www.slideshare.net/theairliner/singapore-airlines-building-a-culture-of-service-excellence
Bruce, M. & Margot, S. (2004) Case Study - Singapore Airlines: Global Challenges. Retrieved from
https://hbr.org/product/singapore-airlines-global-challenges/an/IB34-PDF-ENG
C.

H.

(March,

2013).

Singapore

Airlines

Service

Marketing

Plane.

Retrieved

from

https://prezi.com/jfwge34_ytz-/copy-of-singapore-airlines-marketing-plan/
Dian, H 2009 Singapore Airlines: Powerful lesson in brand building. The Jakarta Post, 22 April ,
viewed 22 April 2009, <http://www.thejakartapost.com/news/2009/04/22/singapore-airlinespowerful-lesson-brand-building.html>
Eugene, C. (2010, November 8). Brand Equity The Success of Singapore Airlines. [Blog post].
Retrieved

from:

http://blogs.ubc.ca/eugenesanchan/2010/11/08/brand-equity-the-success-of-

singapore-airlines/
Keller, K & Keller, K 2003. Brand positioning and values , in Strategic Brand Management : Building,
Measuring, and Managing Brand Equity, 2nd ed, Prentice Hall, Upper Saddle River, N.J, pp. 118173
Keller, K. L., 1956. (2008). Strategic brand management: Building, measuring, and managing brand
equity. Upper Saddle River, N.J: Pearson/Prentice Hall
Kotler, P., P. Waldemar. (2006). B2B Brand Management, Springer-Verlag GmbH.
Martin, R. (2014). Singapore Airlines An excellent, icon Asian Brand. Retrieved from
http://www.martinroll.com/resources/articles/asia/singapore-airlines-an-excellent-asian-brand/
Martin, R. 1967. (2006). Asian brand strategy: How asia builds strong brands. New York; Basingstoke
[England]: Palgrave Macmillan
Singapore

Airline

(2012/13).

Sustainability

Report.

Retrieved

from

https://www.singaporeair.com/pdf/Investor-Relations/Annual-Report/sustainabilityreport1213.pdf

Singapore

Airline

(2013/14).

Sustainability

Report.

Retrieved

from

http://www.singaporeair.com/pdf/Investor-Relations/Annual-Report/sustainabilityreport1314.pdf
Singapore

Airlines

Logo.

Retrieved

October

23,

2012

from

Wikipedia:

http://en.wikipedia.org/wiki/File:Singapore_Airlines_Logo.svg
The

30 Best-Looking Airlines Logos

in The World

[Image]. (2013). Retrieved from:

http://skift.com/2013/10/23/the-30-best-looking-airlines-logos-in-the-world/#20
UKEssays n.d., Problems Faced By Singapore Airlines Management Essay, UKEssays, viewed 11 April
2015,

http://www.ukessays.com/essays/management/problems-faced-by-singapore-airlines-

management-essay.php
Urde, M (2003). Core value-based corporate brand building, European Journal of Marketing, vol. 37, 78, pp. 1017-1040
Wirtz, J., & Johnston, R. (2003). Singapore airlines: What it takes to sustain service excellence - a senior
management perspective. Managing Service Quality: An International Journal, 13(1), 10-19.
doi:10.1108/09604520310456672

Appendix 1: Reflections
This is my very first individual assignment when I start studying in Griffith university. To be honest, I
was so anxious about this assignment so much as I had no experience about writing assignments in
English before. In my country when I did my Bachelor, I used to write assignments in my own language
and I think it is much easier. Before officially starting my semester, I took part in the Orientation week
and I found that references is so important in academic writing. It actually took me double time to do
references in the assignment with the proper standard.
With Branding course, I also have no experience in so many brands which I have never heard before. It
might be because in my country, we have completely different pronounces of brands, thus I could not
recognize some brands when people mentioned in seminars. However, it also assisted me in finding more
information about brands with different aspects. When I knew I could do assignments instead of doing
exams in the class, I think it is a big opportunities for me to research more about courses with flexibility
time.

10

Yet, I still found it a bit hard to adapt to such a new environment because I sometimes can not catch up
with the seminar and feel frustrated. When classmates spoken in seminar or when you ask questions, I
really wanted to engage in discussions but I did not have confidence in my branding knowledge to speak
up. Even though I encountered initial difficulties by reading more books and journal articles, I spent much
time in doing this assignment and I think it was so worthy. One of my friends said that You might find it
so difficult before doing assignment, but when you really get into it, you will find interesting things. It is
totally right and I am fairly keen on finding resources for assignments via the Internet and the library
network. There is a lot of things when I sought, then I analyzed and evaluated which resources could be
utilized in my assignment. It is a challenging process but I did enjoy it. On my opinion, as long as I am an
eager learner, things will become easy for me at the end of the day.
For this assignment, I chose Singapore Airlines after carefully considering about it. My first international
flight is the flight travelling to Australia in February, 2015. I went on my own to a foreign country on an
aircraft of Singapore Airlines. I did have a wonderful experience for the first time travel alone with
Singapore Airlines. They actually have my favorite music which I could listen to and I was satisfied. They
also have much more delicious food when compare with other airlines in my country. I might become one
of SIAs loyal customers as I decided to choose flights of SIA when I go back to Vietnam next time. I do
know that Singapore Airlines has a high reputation in the market of airlines and I write this assignment
with my real experience of SIA.
Regarding to different parts of this assignment, I did enjoy most about the sources of brand equity. I think
it is a little bit difficult in this part because I found journal articles writing about it with completely
different perspectives that makes me feel so confused. Thats why I ask you by sending an email and I
feel very happy to receive the feedback from you. I realized one important thing when studying in Griffith
is that lectures just give suggestions instead of force students to follow something, students could have
their own thoughts as long as they can prove it in their own way. I did read a chapter in Kellers book
about brand equity and I have never expected that author could build a logic theory about the sources of
brand equity. I prefer reading Kellers book much more than other journal articles and even text book! I
can easily connect what Keller wrote in his book with my real life, my real experiences of brands.
Kellers book also have simple examples about brand that I am so interested in reading it. The author
really did me a favor by writing everything in the basic English which I do not have to use my dictionary
so many times compared with the textbook. Kellers book is such a good source of branding knowledge
and it inspired me to learn about marketing in general and branding in particular.

11

In term of which part I didnt enjoy, I have to say that Singapore Girl was written by many journal articles
but I really considered SIA girl between brand personality and brand image. I even had some discussions
about it with my friend who also write about Singapore Airlines. She assumes that Singapore Girl is brand
image of Singapore Airlines but I think SIA girl is more likely to be brand personality. It is such a mindfrying question, yet eventually I determined SIA girl as brand personality with the set of human
characteristics attached to Singapore Airlines brand. Another thing that I dont really like is that arranging
words of each part. There are some parts that I found many resources and I tend to spend more words in
those parts, then I went to other parts and realized my assignment exceed maximum words. Therefore, I
had to delete some unnecessary sentences and write more equally for every parts.
I hope you could give me feedback that helps me improve my writing as well as my knowledge about
branding. Thank you for reading my assignment!

12