Brand AuditSahil Avi Kapoor

2014 01 21 136PGP 1 (B)

2005Placed an order for 100 Airbus A320 aircrafts.

Plan to commence operations by mid

2006

2010Replaced Air India as third top airline in

India with 17.3% market

share

2011Sign $15 Billion

deal for 180 aircrafts; Replace

Kingfisher at Number Two

2012Number 1 in

India with 27% market share; International

flight to Dubai

32.6%Market Share

as of May 2014

534Daily Flights

37Destinationsincluding 5 international

100Aircrafts

(all of Airbus A320 family)

1 Brand Story 432 5

2006Commenced

operations with Delhi-Guwahati-Imphal route; 6 aircraft fleet by

year end

2014Receive 100th

Airbus. Place order for 250

more.

1 Brand Salience 432 5

What’s special?

What’s special?

1 Brand Salience 432 5

What’s special?

1 Brand Salience 432 5

What’s special?

1 Brand Salience 432 5

Consistently Cheeky!

1 Brand Voice 432 5

Crystal Clear Messaging!

One type of airline | Brand new Airbus A320sOne type of fare | Low

One type of customer service | ProfessionalOne way to deal with delays and cancellations | Honestly

1 Brand Voice 432 5

1 Brand Equity Pyramid432 5

Resonance

Judgments Feeling

ImageryPerformance

Salience

1 Brand Equity Pyramid432 5

Resonance

Judgments Feeling

ImageryPerformance

Salience

India’s largest AirlinesLargest aircraft fleet

Maximum routes

1 Brand Equity Pyramid432 5

Resonance

Judgments Feeling

ImageryPerformance

Salience

On Time ServiceCompetitive PricesSpotless InteriorsCourteous Staff

1 Brand Equity Pyramid432 5

Resonance

Judgments Feeling

ImageryPerformance

Salience

Fun, Cheeky and SpunkyYouthful

1 Brand Equity Pyramid432 5

Resonance

Judgments Feeling

ImageryPerformance

Salience

Always On TimeHigh Professionalism

Quality ExperienceComfortable

1 Brand Equity Pyramid432 5

Resonance

Judgments Feeling

ImageryPerformance

Salience

SatisfactionHigh Value for Money

Dependable

1 Brand Equity Pyramid432 5

Resonance

Judgments Feeling

ImageryPerformance

Salience

High LoyaltyPersonal Attachment

Reliability

1 Brand Extensions432 5

Courier Services

Low Cost Fastest DeliveryAlways On Time

Maximum RoutesThe Most Reliable

CargoCourier

Seamless Integration

1 Brand Extensions432 5

Taxi Services

Low Cost All New Cars

Always On TimeMaximum Routes

The Most Reliable

TaxisAirlines

Customer Remains King

Thank You!