CASE STUDY OF ETIHAD REBRANDING
What made the re-branding effort necessary for Etihad?
Etihad Airways came into operations in 2003. In 2014, the airline started its rebranding strategy. Etihad Airways is one of the big three, based out of Abu Dhabi, UAE, and is the second largest (first being Emirates) flag carrier of the Arab Emirates. It became possible because of its rebranding. Re-branding effort became necessary for Etihad for the following reasons:
Being a part of Gulf countries, it had to re position itself with the changing commercial dynamics of gulf aviation.
To give a tough competition to its friendly rival, Dubai Based Emirates.
Etihad Airways’ rebranding needed to capture the essence of a serious contender challenging the existing norms of airline hospitality.
Moreover, it wanted to represent Abu Dhabi in a unique way in the airline sector reflecting the understated flamboyance.
How did these new brand identities help to positively communicate with the customers? Is it worthwhile to invest (quite a lot,that is) in re-branding?
Etihad rebranded itself in various ways i.e. from changing its logo according to what customers feel to adding aircrafts in its line extension. Moreover, the travelling of passengers according to class is also defined.”Simply smarter economy class—Reinvents small moments that other airlines overlook, to bring a sense of surprise, spontaneity, and fun to air travel.
Intelligent business—Designed for the new global tribe that challenges traditional notions of business class.
First class—Creates a luxury travel experience so deeply personal, it’s like being transported to your own private universe.
VVIP travel—A unique vision of VIP travel with service so exclusive only a select few will fully experience it.”
Etihad rebranded itself as an aura of exclusivity and luxury helping it to positively communicate with the customers. The new design of the Etihad based on golden desert sand attracted many customers. It has established equity partnerships with other airlines to offer more than 325 destinations and greater convenience for traveler increasing the number of customers from different destinations. It reflects the sense of localization.
Yes, it is worthwhile to invest in re-branding as it the annual passenger of Etihad grew bt 24% in 2014, a year after rebranding. Moreover, in 2015 the growth rate increased by 17%. It received many positive feedbacks from customers regarding the design, comfort and other services too. People took it to social networking sites to describe
