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Selected and published by Interbrand’s Brandchannel.com as the featured white paper in Summer 2008, this white paper entitled “Six steps to building a swashbuckling airline brand” introduces a new model for deriving an airline’s brand value and then goes on to discuss ways to enhance it. You can download it after filling out a short form below. Please send all feedback to shashank@simpliflying.com
Abstract: The airline industry is unique. It is cyclical in nature, incurs high-fixed costs, there are uncertainties due to heavy dependency on other fluctuating factors like oil prices and has a length of engagement with the customer that is not common in other industries. An ideal branding model for the airlines would take into account both the realities of business and the nature of the industry. The 6X branding model helps guide an airline’s branding approach by focusing on six key levers: Brand Xpectation, Brand Xperience, Brand Xpression, Brand Xternalities, Brand Xtensibility and Brand X-Factor.
[...] Whitepaper [...]
July 5th, 2008 at 9:35 am[...] Free branding white paper [...]
July 11th, 2008 at 6:49 pm[...] Free branding white paper [...]
September 29th, 2008 at 9:24 am[...] Free airline branding white paper [...]
March 5th, 2009 at 1:24 am[...] Free airline branding white paper [...]
March 12th, 2009 at 8:56 am[...] Airline Branding Learn how the 6X airline brand model addresses the unique branding challenges face… [...]
December 28th, 2009 at 12:57 am[...] good news is that they not only met the brand eXpectations (remember, the whitepaper?), but exceeded them at times too. And that in itself is an [...]
August 30th, 2010 at 8:19 pmYour story is inspirational.
February 23rd, 2011 at 9:24 amThank you!
February 23rd, 2011 at 3:03 pm[...] are several aspects of airline branding that are unique from other industries. He designed the 6X model for airline branding and wrote a whitepaper on the topic. The whitepaper even got published by [...]
June 15th, 2011 at 7:49 am[...] are several aspects of airline branding that are unique from other industries. He designed the 6X model for airline branding and wrote a whitepaper on the topic. The whitepaper even got published by [...]
June 27th, 2011 at 10:41 pm