During the 15 years of regularly traveling back and forth several times a year between Vietnam and New York (USA), I almost always used the services of Singapore Airlines.
To get from one airport to the other, including transfers in Frankfurt and Singapore, takes about 30 hours in total.
Regardless of how you feel about such long flights, I personally enjoy them and always look forward to each trip. Recently, I flew on direct routes with some other airlines, but the feeling was not as good.
According to Martin Lindstrom, author of the book Brand Sense, the reason Singapore Airlines has achieved such a position is because the airline has been extremely skillful in coordinating experiences that affect customers' perceptions. customers to increase the strength of the brand. With my own experience, I certainly agree with this opinion.
Throughout the brand issue, we have described the importance of using a brand personality developed on the basis of a brand differentiation strategy while applying the core identity elements of the brand. brand in images and language across all media.
Most of the media that brands use in marketing communications activities, as well as the examples I have presented, are visual media. But just like you and me, we perceive the world not just with our eyes, we also perceive it through touch, taste, smell and hearing – so brands can also be perceived. received through these senses.
This is a new model in branding and those brands that are skillful in applying multi-sensory sensory influences to support their brand personality can achieve superiority. outperform competitors.
Singapore Airlines is one of the most skillful brands in influencing the senses because they do it in a coordinated way. Using national heritage as a differentiating factor, Singapore Airlines uses the image of a beautiful flight attendant not only to promote its flight services like any other airline, but more than that. , the image of a hostess is visualized to become a symbol for the brand.
As far as I can remember, this was the first brand to use advertising cutouts of female stewardesses placed at travel agencies and in many areas of the airport – the image of the girl has become a symbol in advertising campaigns. Singapore Airlines advertising translation.
Since 1973, more than any other airline, Singapore Airlines' "Singapore Girl" has created a human image that is very close and closely associated with the brand. As I often mention, looking at a brand as a person is very useful and by using the image of a person as the core symbol for the brand, perhaps Singapore Airlines has made a great start. advantages in influencing the senses, thereby forming brand experiences for customers.
In terms of image, the costumes with unique traditional patterns of the "Singapore Girl" are often emphasized with decorative patterns in aircraft cabins and lounges. Later, around the 1990s, the brand began using a consistent scent for flight attendants' perfumes and scents for the warm towels served before takeoff.
When entering any Singapore Airlines cabin, the fragrance emitted is always the same. Likewise, the type of music played at certain times during the flight and in waiting areas outside the airport is also consistent. The soothing music with Asian characteristics will make you feel light-hearted the first minute you hear the music playing.
Textiles and surfaces of all items you come into contact with during the flight are also carefully taken care of by Singapore Airlines. The airline has recruited a team of world-class chefs to introduce new dishes to passengers. All meals have more or less Asian flavors to create consistency with the brand's image standards.
It can be said that Singapore Airlines is a typical example of how brands can carefully take care of every most sensitive point in the experience that touches customers' feelings, thereby finding ways to stimulate customer satisfaction. bringing all the senses together to work together to express the core values of the brand.
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