CHAPTER TWO
LITERATURE REVIEW
Strategic Brand Positioning for an Airport
I. Airport Brand Creation: The Needs and its Outcomes
An Airport is a very complex facility. A lot of bodies work together for the success of and smooth operations of an airport one of those bodies are the stakeholders, all the stakeholders have an important role in ensuring that the customers are having a good experience. But such experiences are majorly or directly linked to the airport operator.

Figure (2.1) The Airport Environment
That's why the airport brand is also described as the sum of the experiences of the stakeholders and passengers regarding services and products provided. Those airport brands that majorly rely on experiences and customers perceptions whether its what the customer experienced himself, heard or read is called an ‘Ad Hoc’ airport brand. The problem with the brand value of an Ad Hoc brand is that its inconsistent and it differs with every other experience. On the other hand, a ‘Unique’ or a ‘Strategic’ Airport brand is managed and defined by the airport operator and stakeholders airport employees and business partners. This shows that the airport will provide the best for its customers, unlike the ‘Ad Hoc’ perception. I will discuss more the advantages and reasons why airports would take the effort of a unique brand.  Figure (2.2) I. The Process Airport Brand Creation Types of Airport Brand creations and their objectives and needs that any airport would start out with were mentioned previously. As an initiative to the brand development process, every need must be on good terms with the airport's long-term vision.The Airports should be precise in choosing its brand objective- having too many is not favorable as well. Following is the strategy recommended for the creation of a positioned Airport Brand. II. Building the Unique Brand When should an airport consider building its unique brand? To answer this question we should first consider the Airports hierarchy of needs it provides a very logical scheme to answer this question. Brand creation and its process should be considered when the airport is in a good operational state and it also should be done logically. Making sure that the airport is in a good operational state ensures that the brand creation will be able to achieve efficiency and revenue output. Unlike airports that still have not reached their desired or maximum efficiency creating a unique brand would not be a good idea or yield the results wanted. D. How to Deliver the Brand The positioning and attitude make way for the specified and well-studied planning of delivering the Airport Brand. Airport brand delivery branches into two branches one is tactical and the other is strategic. Strategic Brand guidelines basically set the rules that help in the process of an Airport Brand which consists of the brand's vision, personality, history, and key values. It defines the colors for the brand, styles chosen whether its image style or typestyle. In this context, the guidelines should have certain criteria for being flexible so that it would be easy for designers to work on it creatively but also rigid so it will be easy to recognize. It also has …show more content…
Final Brand Associations
Brand association is having someone like an influencer to represent your brand it helps in so many ways like : - It helps in airports brand recall
- It makes the airport stand out
- It makes the airport brand promise more believable
- It builds the airports brand equity faster
Rollout - Phased or Big Bang
This is the main decision which involves clear ideas out procedures. A rollout through all the touch points will give a strong push to the airports branding recall. Anyhow, it is a hard procedure to correct if later on required. In some cases, it is advised to relocate to the Social Media and Online platform before the real life. In this case, corrections and feedbacks can be done without further or higher costs.
Those themes provide a strong foundation for the strategic airport branding tactics through various focal points.
II. Tactical
There are two themes in the tactical aspect of delivering the Airport Brand.
Theme 1:
The internet. (Note to self) Write more about internet
1- it increases the airports brand awareness
2- it tells the airports brand
LITERATURE REVIEW
Strategic Brand Positioning for an Airport
I. Airport Brand Creation: The Needs and its Outcomes
An Airport is a very complex facility. A lot of bodies work together for the success of and smooth operations of an airport one of those bodies are the stakeholders, all the stakeholders have an important role in ensuring that the customers are having a good experience. But such experiences are majorly or directly linked to the airport operator.

Figure (2.1) The Airport Environment
That's why the airport brand is also described as the sum of the experiences of the stakeholders and passengers regarding services and products provided. Those airport brands that majorly rely on experiences and customers perceptions whether its what the customer experienced himself, heard or read is called an ‘Ad Hoc’ airport brand. The problem with the brand value of an Ad Hoc brand is that its inconsistent and it differs with every other experience. On the other hand, a ‘Unique’ or a ‘Strategic’ Airport brand is managed and defined by the airport operator and stakeholders airport employees and business partners. This shows that the airport will provide the best for its customers, unlike the ‘Ad Hoc’ perception. I will discuss more the advantages and reasons why airports would take the effort of a unique brand.  Figure (2.2) I. The Process Airport Brand Creation Types of Airport Brand creations and their objectives and needs that any airport would start out with were mentioned previously. As an initiative to the brand development process, every need must be on good terms with the airport's long-term vision.The Airports should be precise in choosing its brand objective- having too many is not favorable as well. Following is the strategy recommended for the creation of a positioned Airport Brand. II. Building the Unique Brand When should an airport consider building its unique brand? To answer this question we should first consider the Airports hierarchy of needs it provides a very logical scheme to answer this question. Brand creation and its process should be considered when the airport is in a good operational state and it also should be done logically. Making sure that the airport is in a good operational state ensures that the brand creation will be able to achieve efficiency and revenue output. Unlike airports that still have not reached their desired or maximum efficiency creating a unique brand would not be a good idea or yield the results wanted. D. How to Deliver the Brand The positioning and attitude make way for the specified and well-studied planning of delivering the Airport Brand. Airport brand delivery branches into two branches one is tactical and the other is strategic. Strategic Brand guidelines basically set the rules that help in the process of an Airport Brand which consists of the brand's vision, personality, history, and key values. It defines the colors for the brand, styles chosen whether its image style or typestyle. In this context, the guidelines should have certain criteria for being flexible so that it would be easy for designers to work on it creatively but also rigid so it will be easy to recognize. It also has …show more content…
Final Brand Associations
Brand association is having someone like an influencer to represent your brand it helps in so many ways like : - It helps in airports brand recall
- It makes the airport stand out
- It makes the airport brand promise more believable
- It builds the airports brand equity faster
Rollout - Phased or Big Bang
This is the main decision which involves clear ideas out procedures. A rollout through all the touch points will give a strong push to the airports branding recall. Anyhow, it is a hard procedure to correct if later on required. In some cases, it is advised to relocate to the Social Media and Online platform before the real life. In this case, corrections and feedbacks can be done without further or higher costs.
Those themes provide a strong foundation for the strategic airport branding tactics through various focal points.
II. Tactical
There are two themes in the tactical aspect of delivering the Airport Brand.
Theme 1:
The internet. (Note to self) Write more about internet
1- it increases the airports brand awareness
2- it tells the airports brand