Essay on Integrated Marketing
Branding plays an extremely important part in the contemporary business environment. At this point, it is worth mentioning the fact that the development of the branding strategy of the company influences consistently the competitive position of the company and its business development. In this regard, even the largest company needs the effective branding strategy to maintain its competitive position in the market (Breneman & Taylor, 2007). On the other hand, there are many companies, who used to have popular brands in the past but currently they have lost the popularity of their brands. At first glance, such brands can be lost, but still brands, which used to be once popular, can revive. One of such brands is the United Airlines, which was the leading airline brand in the US but the company has not faced the full decline. Instead, the company faced the problem of the consistent deterioration of its brand image after 9/11 terror attacks and, at the moment, the company attempts to recover after the decade of the decline of its brand popularity. Today, the company still performs and holds a strong position in the US market but the company needs the revival of the brand because the improvement of the brand image can enhance consistently the position of the company in the world market.
The United Airlines held the leading position in the US airline industry on the turn of the century. The brand of the company was recognized nationwide and internationally. The popularity of the brand provided the United Airlines with an opportunity to enhance its position in the market consistently because the high popularity of the brand attracted customers to the company and its services. The company used the full potential of the popularity of its brand expanding its business in the domestic market, taking a larger share of the US market, and in international markets, entering new markets and enhancing its position in existing ones.
The United Airlines faced the considerable downturn in the popularity of the company’s brand after 9/11 terror attacks. The flight 93 of the United Airlines was hijacked and crashed that contributed to the formation of the negative brand image of the entire company. The terror attacks became the turning point in the history and development of the United Airlines. The incident caused the death of 44 people in an attempt of some of the passengers to regain the control over the aircraft, when terrorist had committed the hijack attempt. Naturally, customers have become concerned with safety issues, while using services of airline companies, while the United Airlines faced the problem of the consistent deterioration of its brand image because customers were anxious about their safety, while using services of the United Airlines. Unlike other airline brands, which have not suffered hijacking on 9/11, the United Airlines was associated with the risk of terror attacks. In such a way,
The recovery of the brand image should include several key elements which can persuade customers in the reliability and safety of the United Airlines (Blanchard & Bowles, 2003). The improvement of the brand image of the company and revival of the brand as one of the leading airline brand in the US should involve complex measures that should be directed not only on the enhancement of the safety and security of the brand but also on the development of a new brand image that will be attractive for the target customer group and mark the change or even the complete transformation of the United Airlines.
One of the first and major steps the United Airlines should make to increase the popularity of its brand is the enhancement of the quality management. In this regard, the company should introduce the total quality management on the ground of which the new quality management policy of the company will be built up, while the enhancement of the quality management will lead to the improvement of the brand image among customers. The quality management is crucial for the contemporary branding strategy (Masterson & Picton, 2004). At this point, it is worth mentioning the fact that the development of the branding strategy can help the company to enhance its marketing position, while the quality of products and services determines the perception of the brand by customers. Customers naturally look for companies that provide them with services and products of the high quality.
The enhancement of the quality management will contribute to the higher customer satisfaction, while the higher customer satisfaction will steadily contribute to the growing popularity of the brand. The introduction of the total quality management can help the company to regain the popularity of its brand due to the high level of the customer satisfaction (Peters, 2007). At the same time, it is worth mentioning the fact that the quality management refers not only to the quality of products and services provided by the company but also to internal business processes and all operations within the company. In such a way, the company does not only improves the quality in relations with customers but also enhances its organisational performance that eventually leads to the formation of the positive brand image among customers because they feel that the company becomes a solid and responsible organisation. In light of the downturn in the brand popularity of the United Airlines because of the terror attacks, the growing awareness of customers in the reliability of the company is very important for the formation of the positive brand image. At this point, it is worth mentioning the fact that the customer satisfaction will not increase the popularity of the brand in a short-run. Instead, the recovery of the brand image based on the customer satisfaction and the high quality of services offered by the company will need time and efforts from the time of the company.
Essay on Integrated Marketing part 2
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