Alaska Airlines Branding Essay

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The timing of this assignment couldn’t be more fitting, as Alaska Airlines has just released a comprehensive overhaul of its brand and image, the first in 25 years (Alaska airlines unveils first). Often times when one hears of a company re-branding, it is in response to some form of adverse press event to distance the image of the company from that tarnish. However, in this case, Alaska Airlines simply seeks to modernize its brand image as it pursues increased economy of scope to new markets. Undeniably, having produced record earnings this past year, it is evident that Alaska Airlines marketing program and services are working for the company. Originally an Alaska and Pacific Northwest niche airline, Alaska Airlines expansion is taking …show more content…

Correspondingly, the brand overhaul includes a total makeover of the company image on all points of customer interaction, new more colorful aircraft livery, updated iconic Eskimo tail image, highlighting and improving upon some of their award-winning accomplishments, amenities and programs, while honoring the companies proud history, in an effort to reflect the true nature of the company as they seek new customer markets(Alaska airlines unveils major). Some of the imagery including the updated aircraft livery, Eskimo image and some of the increased onboard food amenities associated with the brand overhaul are depicted below in Figure 1 for …show more content…

283-284). One major benefit to the high visibility of aircraft livery is its service as a direct advertisement wherever the aircraft is flown. Deliberately, Alaska Airlines has added 90 new markets to its service in the past 5 years. Accordingly, as Alaska Airlines expands into new markets their name and image is already on display, making their existence and appearance well known to perspective customer groups. Additionally, Alaska Airlines recognizes the significant shift to online and mobile interactions having posted 71% increased revenue from mobile sales in 2015 over 2014 numbers. Despite, already possessing the only 5 star rated mobile app in the industry, the brand overall will only serve to improve upon the experience of mobile and online customer transactions in this modern and vital market placement (Alaska air group, inc.: Investor

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