The Emirates Airlines

Paper Summary:

This paper presents a research proposal that is intended to assist in the identification of the key concepts of brand image and development utilized by industries so that the brand image of Emirates Airlines might be changed based on its performance and scope of operations. In preparation for this research, an extensive review of Emirates Airline's organizational background and of the literature relating to corporate and airline branding is provided. The paper includes the research methodology, the data collection analysis plan, the questions and the complete questionnaire.

Table of Contents:
Abstract
Introduction
Aims and Objectives
Organizational Background
Emirates Business Model - Primary Features
Strengths of Emirates Airline Identified
Literature Review
Alliances in Branding in the Airline Industry
Corporate Branding
Research Methodology
Data Collection/Analysis
Interview Questions
Appendix 'A': Questionnaire

From the Paper:

"The market economy is the situation in which supply is greatly in excess of demand making it impossible for all the goods to be purchased by customers. No matter how efficiently the goods are produced and distributed unless the marketing plan makes the customer desire to purchase the goods there is no other outlet for moving the goods on through the seller to purchaser pipeline in the economy. The environment economy is related to the market economy and in one manner makes adaptations in alignment with this framework through "taking into account those non-economic organizations or people taking part indirectly in the transactions."

Sample of Sources Used:

• De Chernatony, Leslie (2006) From Band Vision to Brand Evaluation. Butterworth-Heinemann. Google Books Online available at: http://books.google.com/books?id=OXud3x0geZMC&pg=PA225&lpg=PA225&dq=Airline+Branding:+Emirates+Airlines&source=web&ots=ZGQqLwylfe&sig=09RfnoYQwwEAywyxHGuF3gRsurE&hl=en&sa=X&oi=book_result&resnum=7&ct=result#PPP1,M1
• Deyes, Reena Amos (2008) Branding a Key Component for Development of Airlines. Landor - Thinking in the News May 2008. Online available at: http://www.landor.com/index.cfm?do=thinking.inthenews_article&storyid=585&bhcp=1
• Emirates - A First Class Primer (2008) About FIFA. Online available at: http://www.fifa.com/aboutfifa/marketingtv/partners/emirates.html
• Emirates to Launch First Commercial A380 Service to America (2008) Emirates News 9 June 2008. Online available at: http://www.emirates.com/english/about/news/2008/2008_06_09_Emirates_to_Launch_First_Commercial_A380_Service_to_America.aspx
• Kleymann, B. and Seristo, H. (2004) Managing Strategic Airline Alliances. Ashgate Publishing Ltd. 2004. Google Books Online available at: http://books.google.com/books?id=kWNR-T7a8isC&dq=Airlines:+branding+strategy&source=gbs_summary_s&cad=0

More papers on The Emirates Airlines:

• Research Proposal # 111739 : "Emirates Airlines"
• Case Study # 147883 : "Emirates Airlines"
• Research Proposal # 145695 : "Aircraft Recovery and the Airbus A380"

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