• 各机场在品牌传达的过程中都着重阐明它们完善的硬件设施与高效率的服务 素质 Their communication concentrated on rational product claims
• 各机场只展示各自的硬件设施与产物 They showcased their product and facilities
BRANDING CHANGI AIRPORT 打造樟宜机场品牌
MARKETING & PASENGER DEVELOPMENT
市场宣传与客源发展
Taking the Changi Brand to the next level 升华樟宜机场品牌
Contents 目录
• Background
打造樟宜品牌的背景
a Patek Philippe. You merely look after it for the next generation”.
产物的特征 Product Attribute : “这手表代 表了长寿、永恒的美与家传之宝的价 值。” The watch‟s longevity, timeless
品牌的审计
大环境的竞争版图
建立樟宜品牌的框架
articulating the brand
阐述樟宜品牌
brand evolution 品牌的进化过程
Previous Changi Brand and tagline
以往的樟宜品牌与标语
2004年以前
2004 至 2006 中期
现今樟宜机场品牌
brand goal 品牌的目标
高层次的要求 on a higher level : 充满活力并且能打破单调旅途过程的新鲜 体验 refreshing airport experiences that will break the monotony of travel.
品牌的审计 brand audit
对樟宜品牌的认知- 樟宜品牌的精髓 Perception-The core of Changi
品牌的审计 brand audit
• 与六十位来自世界各地 (如澳大利亚、印尼、印度、英国、中 国等) 的游客进行单独的采访 individual interviews with more than 60
travelers (Australia, Indonesia, India, UK, China)
period
• 绝少的机场竞争者会在它们的品牌传达中尝试去缔造一个富有真实、激动情 感的品牌信誉 Few of our competitors‟ attempt to build real emotive brand credentials
in their communication
建立品牌的框架
领导地位(樟宜第三搭客大厦)
• Phase 3 第三阶段- Reviewing & reinforcing the brand positioning 重申与强化品牌的
定位
Background
打造樟宜品牌的背景
打造品牌的总蓝图
broad brand map
Phase 1 第一阶段 Developing the brand architecture
第二阶段 Phase 2
品牌的传达，争取品牌的区分点和领导地位
Communicating the brand & claiming differentiation & Leadership (T3)
打造传达品牌的策略 developing the communication strategy 确立品牌 establishing brand presence 下一步 – 第三搭客大厦 next step-T3
樟宜机场是世界最顶尖的机场，以高效率和卓越服务素质著称
Best Airport in the world famous for its hallmark efficiency and service standards
大环境的竞争版图
competitive landscape
然而 … However… 以往樟宜机场凭着高效率和卓越服务素质所主导的领先地位如 今已是其它区域的飞机场所必备的基本条件。这显示樟宜机场 的竞争对手已经拉近它们与樟宜机场的距离。What differentiated us in
商务伙伴 BUSINESS ASSOCIATES
一个优越的伙伴关系 AN EXCEPTIONAL PARTNERSHIP
职员和招聘
STAFF & RECRUITMENT
在一个EWARDING CAREER IN AN ENJOYABLE ORGANISATION
the past is fast becoming hygiene factors in the airport category as our competitors close the gap.
大环境的竞争版图
competitive landscape
• 显然地，樟宜机场已经不能只单靠之前所提倡的高效率和卓 越服务素质来传达樟宜品牌。 It is therefore important for us to lower our
阐述樟宜品牌的舒适情感
Articulating the brand comfortable
阐述樟宜品牌的振奋体验
Articulating the brand an exhilarating experience
阐述樟宜品牌“充满乐趣”的体验
Articulating the brand truly enjoyable
大环境的竞争版图
competitive landscape
• 之前当我们在进行与其他机场竞争者的品牌审计时，许多相同之处浮现出 来… When we audited the communication from competition, similarities emerged…
• 各机场都在提倡各自所提供的服务和设施 They were all talking about what they offer
将樟宜品牌与激动、充满乐趣的体 验联系在一起构成一个富有情感的 品牌 Expressing an emotive brand by
associating changi with emotive enjoyable experiences
打造樟宜的品牌
BRAND CHANGI
友谊 Friendship
• 与民航局里的高层职员、司长和资深的职员进行单独的采访
Past interviews with directorate, division heads and senior officers from CAAS
• 在以往的审计中，机场内的问卷考察得到150个回复，在市区内进行 的问卷考察也获得了150个回复 Questionaire survey with 150 respondents in the
beauty & its value as a family heirloom.
富情感性的产物 Emotional Product: “建 立传统，传承遗物，与下一代建立一个 紧密的联系。” Building Traditions,
Leaving a legacy, Forging a close bond with your children.
• 在樟宜品牌与品牌利益相关的参与者之间 建立一个紧密、持久和激动情感的联 系 Foster a tight lasting and emotive bond
between Changi & its stakeholders
• 确立一个测量樟宜品牌的方式 develop a
measurement for Changi‟s brand
Our objective is to create a definitive brand architecture that is measurable and malleable to stay relevant and ahead of our competitors.
樟宜品牌的目标： 打造一个决定性的品牌框架。 这个框架不但可以测量也富 延展性，使樟宜品牌与时并 进，处于领先地位。
Developing the brand architecture
举例说明 Drawing on an example:
标语 Tagline : “你的传统由你开始”
“Begin your own Tradition”
`
标题 Headline: “你其实从未真正拥有过 一个Patek Philippe。你只不过为下一代 照顾着它。” “You never actually own
•
Phase 1 第一阶段 - Developing the brand architecture 建立品牌的框架
•
Phase 2 第二阶段 - Communicating the brand &claiming differentiation & leadership (T3) 品牌的传达，争取品牌的区分点和
品牌的目标 brand objectives
• 以最贴切的方式向品牌利益相关的参与者阐述 樟宜品牌 Articulate the Changi Brand in way most
relevant to stakeholders
• 增加樟宜品牌的资本 Increase the Changi
Brand equity
dependence on product attributes in our communication and
• 更重要的是樟宜机场必须缔造并阐述一个“充满乐趣体验” 和直接贴进今日游客的需求而编织的品牌故事。Instead weave a