Printable Handouts

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Navigable Slide Index

1. Introduction
2. Brand defined
3. Why brand your airport?
4. Airport branding challenges
5. Major branding phases
6. EIA branding process
7. Research - phase I
8. Key findings
9. Open-ended responses
10. Collateral audit
11. Competitive audit
12. Why rebrand EIA?
13. Old "brand" family
14. Key strategies
15. Strategic development - phase II
16. Defining the past, present and future
17. Defining the essence of brand
18. Brand values wheel
19. The visual mark of brand
20. Gaining approval
21. Implementation - phase III
22. Building the excitement internally
23. External launch - a new day
24. EIA team event
25. Media event
26. Annual general meeting
27. Launch campaign
28. Language of speed campaign
29. Measuring success - so far
30. Benchmarking
31. 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

Links

Series:

• Airport Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on June 30, 2009