What's in a name? Analysis of airport brand names and slogans

Abstract

This study investigates the use of brand names and slogans at 1,562 airports worldwide using content analysis of airport websites. The study finds that three-quarters of airports are named after a single place. Almost half include a reference to the scope of services available at the airport in their name. Significant differences exist between world regions. Naming an airport after natural or man-made attractions is most common in Europe, after a political leader and/or revolutionary is most common in Latin America/the Caribbean, and after royalty is most common in the Middle East. Only one-tenth of all airports use a slogan and this is mainly a North American phenomenon. A more detailed analysis of airports in Europe finds that one-quarter of airports have two or more place names; one is typically the name of the place in which the airport is located, while the other tends to be the name of the nearest main city or town. Including a reference to the scope of services available at the airport is significantly more common at larger versus smaller airports in Europe. The use of a slogan is significantly more common at airports in Europe that are owned or operated by private interests versus those that are publicly owned and operated.