p20-21 news May 8 5/5/09 17:25 Page 20
news brands
ttglive.com
Brits don’t feel much
Airline
1 Virgin Atlantic
2 Qantas
3 British Airways
love for travel brands
4 Cathay Pacific
5 Lufthansa
THE AIRLINE sector scored below the survey
Travel brands have not cultivated as strong an emotional
average across all the emotion categories.
attachment with British consumers as companies in other
“Airlines are not as emotionally engaging.
This is not surprising as not everybody is a heavy
sectors, according to a brand survey. Michael Lane reports
user of airlines,” said Crispin Reed, managing
director of Brandhouse.
THE BRITISH public do not feel emotional Overall the top five brands in the 100 were Virgin Atlantic led the category by a wide
attachment to some of the travel industry’s top Google, Sony, Heinz, the BBC and Kellogg’s. margin and was the only airline that performed
brands and would not be sorry to see some Respondents were asked to score the 100 above the survey average across the emotions.
disappear entirely. brands, selected from the Superbrands Top 500 As a result, the airline was deemed to have an
That was the conclusion of a study conducted list, in seven “emotional” categories (see box). emotional competitive advantage of +77% over
by UK brand agency Brandhouse into how The results allowed Brandhouse to identify its rival brands, and was ranked 30th overall.
Britons feel about the country’s top 100 brands, which brands have an “emotional competitive All of the airlines secured their highest marks
including leading names from the travel trade. advantage” over their rivals. in the contentment and compassion categories,
The Brandhouse Emotion 100 report, Of the 19 sectors analysed in the report, three suggesting that consumers are generally
produced in conjunction with The Centre for were within the travel industry. satisfied with the airlines’ customer services.
Brand Analysis, is the result of a survey taken Most of the brands received their lowest
by a cross-section of more than 2,000 British ■ For more information on the Brandhouse scores in enjoyment and desire, apart from BA,
consumers aged 16 to 64. Emotion 100 report, visit
brandhouse.co.uk which gained the highest enjoyment score.
AGENT RATING
STARTS ON
MONDAY, MAY 11
HAVE YOUR SAY ON WHO SHOULD
WIN THE TTG TRAVEL AWARDS 2009.
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20 08.05.2009
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