Branding an Airline: A Case Study of AirAsia

Based on the Brand Assets Management model by Scott M. Davis, this paper analysed the brand vison, brand picture and brand strategy of AirAsia. The results show the clarity of brand vision on the aspirations of the company, the understanding of consumer need and image of AirAsia in the brand picture phase, the distinctive positioning of the brand as the leader of its product category as well as being able to realise the brand promise and finally the achievements of the company in terms of passenger load, sales and profits. The framework shows the importance of a clear and resolute brand vision and values that form the basis for management strategy and tactics. AirAsia’s brand vision to be the leader in the region provides the direction for the development of brand strategy as well as other financial and operational decisions to realise the brand promise.