Page 177 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes conservative messages not once but three times (“Long Labour” was one of the many
memorable copies). The slogan ‘The world’s favourite airline’ became identified with British
Airways. Their mission was ‘To be the number one in air travel’. Well into the nineties, again
in one of its numerous brand audits, BA found that
Six out of ten of its passengers were non-British;

The previously perceived images of impeccable service, punctuality and comfort

were still intact;
But it was also perceived as being rigid, inaccessible and cold.

British Airways did a massive rebranding exercise to communicate its vision of being a
leader in global travel, its awareness of the profile of its new constituents and seeking to
include the over 60% international customers in its service philosophy, and attempted to
shift the emphasis in BA from British to airways.
Logo: It first changed its logo seeking to dispel the negative images. Designed by Landor
Associates, the new logo was an image of a red-and-blue scarf blowing in the wind, above
the name. Called ‘Swish’ (shades of Nike’s logo ‘Swoosh’?) it stood for ‘Speed, Flexibility
and Friendliness’.

Advertising: Its advertising campaign had 3000 models, and was shot in the breathtaking
locales of Utah, USA. It showed the models forming gigantic ears, eyes, and nose and then
in one synchronized movement forming a huge smiling face, which turns out to be the
globe. The Greek musician Yanni composed the signature tune and song. Saatchi & Saatchi
garnered six Clio awards, the Oscars of advertising. The message was: BA catered to a
global audience, its service was world class and available globally.
Symbolism: A new and a bold attempt were made to connect the local images to a global
airline. BA painted the tailfins of its aircraft with local motifs. Calligraphic paintings for
flights to China, paithani sari designs for flights bound to India, and so on.

Colours: BA stuck to the royal colours of red, white and blue for the logo, name font as
well as the uniforms for its stewards and stewardesses.
Questions
1. Why should a marketer attempt to brand a service?

2. Can a branding exercise in relation to services be done exclusively through
advertising? Explain.
3. What are the components of a brand?

4. How would you go about successfully branding a new airline?

Self Assessment

Multiple Choice Questions:
10. Which of these is not a sister store/brand of Shopper’s Stop?
a. Musicworld
b. HomeStop

c. Crossword
d. Hypercity

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