IPT102

Inter-Disciplinary Project

“Comparative and Competitive study of

the corporate identity of the domestic

airlines and design a Facelift and

image-refurbishment strategy for one

of them”

Submitted by:

Mohit Thada

Ishant Mohanty

Parvesh Taneja

Mayank Gupta

What is a brand?Unique design, sign, symbol, words, or a combination of

these, employed in creating an image that identifies

a product and differentiates it from its competitors. Over time,

this image becomes associated with a level of

credibility, quality, and satisfaction in the consumer's mind.

Thus brands help harried consumers in crowded

and complex marketplace, by standing for

certain benefits and value. Legal name for a brand

is trademark and, when it identifies or represents a firm, it

is called a brand name. See also corporate identity.

What is Rebranding?

Rebranding is a marketing strategy which is created for an established brand.

Rebranding is the creation of a new look and feel for an established product in order to differentiate the product from its competitors.

Rebranding efforts may include a name change, new logo or packaging and updated marketing materials.

With the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors.

The goal of rebranding is to influence a customer's perception about a product or service by revitalizing the brand and making it seem more modern and relevant to the customer's needs.

Some Famous brands that

Decided to Go for Rebranding

What is rebranding an airline ?

Rebranding an Airline is like changing the LOGO of

the company, changing the name of that company,

to influence the customers perception about that

company.

It is just like a publicity stunt which is done to attract

the people towards that product.

It is same as other rebranding’s just the difference is

that it deals only with airline.

REBRANDED AIRLINES

IN INDIA

Air DeccanAir SaharaIndian AirlinesDamania Airways

Air Deccan Air Deccan commenced operations in the year 25 august

2004 . Three years later they merged with Kingfisher Airlineand rebranded as kingfisher RED.

kingfisher RED, known formerly as Simplifly Deccan and prior to that as Air Deccan, was a low-cost brand run by Kingfisher Airlines

Air Sahara In the year 2006 Air Sahara merged with jet airways and

rebranded as JET LITE.

Later in the year 2012 JET LITE merged with JET

KONNECT which also belongs to JET AIRWAYS

Indian Airlines

Indian airlines which is said to be one of the airline which

is present from the very beginning when aviation started

in INDIA.

Damania Airways Damania airways which was founded in the year

1993 was rebranded as SKYLINE NEPC .

Some International Rebranded

Airlines

United and Continental Airlines

Air France

American Airlines

Kenya Airways

Japan Airlines Limited

Air New Zealand

Tiger Airways rebrands as Tigerai

virgin

Swiss

British

Aerofloat

United and Continental

Airlines United and Continental Airlines, the third- and

fourth-largest U.S. carriers respectively, merged

together.

Air France Operating since 1933, Air France has become one of the

biggest and most recognized airlines in the world,

traveling to nearly 100 countries.

American

Airlines

Kenya Airways

Survey (88 responses)

Interview with Wieden + Kennedy

Wieden+Kennedy is an

independently owned

American advertising

agency best known for

its work for Nike.

Founded by Dan

Wieden and David

Kennedy, and

headquartered in

Portland, Oregon, it is

one of the largest

independently-owned

advertising agencies in

the world.

SpiceJet is a low cost, no-frills

airline that takes air travel to

the vast numbers of potential

air passengers all over India

The brand personality

• Smart, energetic and vibrant.

• Youthful, flexible, dynamic.

• Warm and inviting to all.

• Tech savvy, reliable, modern

NEW

Spicejet

Inspiration

Signature

Derived from a shape of red chilli with a airplane in it.

Typography

The use of lower case for the logotype makes the brand

youthful and approachable.

A clean, italics font connotes efficiency and dynamism.

Colour

Red and orange are warm colours: bold, energetic and

attractive. Derived from the colour of red chilli and

turmeric.