How Service Brand Equity Can Be Built Up: A Case Study on the Branding Strategy of Cathay Pacific Airway

DOI

10.2991/ichssr-17.2017.26How to use a DOI?

Keywords

Brand Equity; Service; Branding Strategy; Cathay Pacific Airway;

Abstract

Cathay Pacific Airway builds strong market brand through presenting its brand in a unique way, such as offering the excellent services to the customers, creating an emotional connection with customers, and internalizing its brand with internal employees. With the strategy which integrated with brand promotion, CPA has demonstrated better than other airlines in branding building. This process which well-demonstrated marketer-controlled communication leads to good uncontrolled brand communication is an excellent explanation of the "Service-Brand" Model.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jieli Du
PY  - 2017/05
DA  - 2017/05
TI  - How Service Brand Equity Can Be Built Up: A Case Study on the Branding Strategy of Cathay Pacific Airway
BT  - Proceedings of the 2017 3rd International Conference on Humanities and Social Science Research (ICHSSR 2017)
PB  - Atlantis Press
SP  - 129
EP  - 133
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichssr-17.2017.26
DO  - 10.2991/ichssr-17.2017.26
ID  - Du2017/05
ER  -