Building Brand Value and Influence in the Airline Industry
Instructions:
I: Read the article titled “Building Brand Value and Influence in the Airline Industry.”
Answer the following questions.
1. What is “information cascade” about?
2. What are the most valuable assets for establishing successful brand in a network economy?
3. What are the four principles for building influence?
4. What components are defining an airline’s brand?
5. Find three airlines as examples to explain how each of them establishes its own brand values and distinguishes itself from rival airlines.
II: Read the article titled “World’s happiest airline.” Answer the following questions.
1. What are the similarities and differences between social media marketing and traditional marketing?
2. Is it correct to consider social media only as sales tools? Why?
3. Find three airlines as examples to explain how each of them employs social media to build brand awareness and grow its influence among customers.
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