Brand Equity Management In The Airline Industry

This book discusses the importance of brand value management in the airline industry. Brand value is a distinguishing feature of a product or service from others. Having a strong brand can provide competitive advantage to airline companies in today's highly competitive environment, enabling sustainable growth and profit. A critical aspect of strategic brand management is evaluating the health of the brand. Therefore, the concept of brand value generally represents the additional value based on customer perceptions related to the brand, allowing researchers and marketers to assess and understand brand successes and failures. However, there is little agreement in the literature on the measurement or fundamental dimensions of this concept. Having reliable measurements is a prerequisite in management, as it is difficult to manage something without measuring it properly. The aim of this study is to review existing studies and theories on brand value and measurement in general, and to guide airline marketing managers and academics on approaches in the airline industry.