Escolar Documentos
Profissional Documentos
Cultura Documentos
ROLL NO. 59
GBO IV SEM
2. Brand Equity :
AirAsia will most certainly have a sustained mind share in the Asia Region consumers
psyche. They will always be remembered as the airline that took the initiative (and the risk)
to reshape an industry inside out. AirAsia was the first airline that made air travel affordable
to all Asians. This brand equity is a major strength that AirAsia must successfully capitalize.
In the long run low cost Carriers will compete by building routes, innovative pricing and
creating reputations for safety and on-time performance. Maintaining strategic Cost
differentiation is critical to long term success.