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Printable Handouts
Navigable Slide Index
- Introduction
- Brand defined
- Why brand your airport?
- Airport branding challenges
- Major branding phases
- EIA branding process
- Research - phase I
- Key findings
- Open-ended responses
- Collateral audit
- Competitive audit
- Why rebrand EIA?
- Old "brand" family
- Key strategies
- Strategic development - phase II
- Defining the past, present and future
- Defining the essence of brand
- Brand values wheel
- The visual mark of brand
- Gaining approval
- Implementation - phase III
- Building the excitement internally
- External launch - a new day
- EIA team event
- Media event
- Annual general meeting
- Launch campaign
- Language of speed campaign
- Measuring success - so far
- Benchmarking
- Airports must brand
Topics Covered
- Why brand an airport?
- Facing the common challenges of airport branding
- The re-branding process at Edmonton International Airport: research, strategic development, implementation, evaluation and continuous improvement
- Focusing on brand strategy
- Building brand buzz internally and externally
- Delivering the brand promise every day
Talk Citation
Rudolph, J. (2009, June 30). Airport branding [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/EHPJ5684.Export Citation (RIS)