Brand Perceptions in the Aviation Market

Study Overview

SIS completed a brand perception analysis of a major aviation brand, focusing on Emotional Connection, Value and Accessibility. Integral to the study was SIS’s modular design which included Brand Perception, Advertising Effectiveness, Product Assessment and Corrective Action. In addition, SIS reviewed the brand’s ‘relevant differentiation’, which focused on the success of company marketing in the aviation industry.

Case Study Overview

Date: 2010
Sector: Aviation Market
Geography: 3 Regions (North America, Europe, Asia)
Methodologies Employed: Quantitative (N = 500), Qualitative (N = 30), In-depth interview
Time: 12 weeks

Brand Categories Under Study

Brand Perception

Emotional Connection
Accessibility
Knowledge
Popularity
Customer loyalty
Quality
Sustainability
Relevant Differentiation

Brand Vitality

Emotional Connection
Value
Accessibility
Awareness
Relevant Differentiation

Differentiation

Measures the success of marketing in terms of the extent to which two goals have been achieved

Advertising Effectiveness

Understanding key points in your advertising campaign
Keeping messaging consistent
Understanding what elements resonate with your target market
Alignment of customer needs

Product Assessment

Performance attributes
Key reasons for increasing selection/use
Customer unmet needs
Product attribute or service gaps
Sources of value/advantage and performance requirements
Benefits that products provide to the market/customers

For more information on SIS Strategy, contact our Strategy Team:

Martin Reynado

Strategy Analyst
+1.212.505.6805
[email protected]

Jurgen Andriessen

Strategy Analyst
+1.212.505.6805
[email protected]

Hugo Oude Reimer

Strategy Analyst
+1.212.505.6805
[email protected]