1.

Discuss in detail the brand management practices at Singapore Airlines and how the brand was
built and maintained over the years.

Answer:

Singapore Airlines has achieved its outstanding performance and sustained its competitive advantage,
through effectively implementing a dual strategy: differentiation through service excellence and
innovation, together with simultaneous cost leadership in its peer group. They examine the
organizational elements that have allowed the company to do so, illustrate its strategic alignment using
a vertical alignment framework, and conclude by highlighting the significant challenges ahead.Singapore
has always been very innovative when it comes to customer experience. They were the first airline to
have satellite communications for passengers, on-demand seatback entertainment screens for economy
and first-class suites on board their A380.

2. Examine the various initiatives taken by Singapore Airlines to revamp the brand. Discuss and
debate whether the new branding methods can benefit SIA in the long run.

Answer:

Singapore airlines focussed on the following factors:

a. Clarity and Commitment: SIA’s focus on service is absolutely clear.

b. Continuous Training
c. Career Development.
d. Internal Communication.
e. Consistent External Communication.
f. Connection with Customers.
g. Benchmarking.
h. Improvement, Investment and Innovation.

Stellar service is just one of a host of reasons that makes Singapore Airlines a world-class travel brand.
The airline is also famous for luxurious flight experiences across cabin classes, with state-of-the-art
entertainment options, spacious cabins and a commitment to making flying a personal experience. Few
things put off travellers more than seeing that a flight leaves in the middle of the night or so early in the
morning that’s it’s difficult to get to the airport. Convenient departure and arrival times are a big reason
why Singapore Airlines scored so highly with Wanderlust readers.