The Year of Southwest Continues as Airliner Takes Brand Awareness Title

指導者 / 總編輯張蕙娟  分享者 / 何柏毅

 

西南航空依然是品牌意識最高的航空公司

根據YouGov BrandIndex的新研究，西南航空被認為是品牌意識(Brand Awareness)最高的美籍航空公司。

52%的受試者把西南航空放在最想要搭乘的選項，另外有32%的人認為西南航公的廣告意識最強，也就是在最近兩個月內對哪一家航空公司的廣告最有印象，在這些指標中，西南航空大大的領先其他競爭者，像是美國航空、聯合航空、達美航空等等。

西南航空目前的廣告是讓乘客可以用自己的筆電透過西南航空提供的娛樂頻道收看火熱的NFL現場實況，藉此來與其他航空的做出差異化，但西南航空的乘客在不久之後一定會更愛西南航空，根據LA Times的報導，西南航空正與多家航空公司合作，推出新的安檢管理系統(PreCheck program)，可以讓登機者不用把外套、鞋子、皮帶脫掉，甚至是你袋子裡的流質物品與筆電拿出來，就可以通過全新的安檢工具。

Research firm YouGov BrandIndex has crowned Southwest Airlines the king of brand awareness among US airlines, according to a new survey. The announcement follows the largest US domestic carrier being designated as the airliner most easy to deal with worldwide.

52 percent of respondents put Southwest on top for "Purchase Consideration" and 32 percent put the airline above all others for “Ad Awareness.” Purchase consideration measures which brand consumers are most likely to purchase from next while ad awareness asks which brand consumers have seen ads for in the past two months.

Southwest is head and shoulders above American Airlines, United Airlines, and Delta, which had Ad Awareness between 18 to 21 percent. In Purchase Consideration, the other travel brands all ranked in the mid-thirties. Southwest, for one, is very engaged across different social media channels including Facebook, YouTube and Twitter.

Running an ad campaign during NFL games on Fox and CBS that showcased how passengers could watch live NFL games while flying apparently helped make the difference for Southwest. But Southwest passengers may soon be even bigger fans of the airline. According to the Los Angeles Times, the brand has joined seven other airlines to be part of the Transportation Security Administration’s PreCheck program, which will allow some travelers to “go through a special screening queue without having to remove their shoes, belts or light coats.” Those in the program can also keep their laptops and liquids in their carry-on bags.

摘譯自BrandChannel:

http://www.brandchannel.com/

Posted by Mark J. Miller on November 18, 2013 07:21 PM

 轉發自:Bpaper品牌好報