Branding

Singapore Airlines has maintained its position as one of the best-known and best-performing brands in Asia and in the world.

Branding and publicity efforts have revolved primarily around flight crew, in contrast to most other airlines, who tend to emphasize aircraft and services in general. In particular, the promotion of stewardesses known as Singapore Girls has been widely successful and is a common feature in most of the airline's advertisements and publications. This branding strategy aims to build a mythical aura around the Singapore Girl, and sketch her as representative of Asian hospitality and grace. This is itself was great branding and also very loyal to the brand. This has become the most important competitive advantage for the company. Staff training and development programs have helped SIA retain and improve its customer service level through measures such as language courses and attitudinal programs to ensure professional service amongst employees. As a result the awareness of the Singapore Girl image among global customers is high. Singapore Girl broke that branding image of traditional marketing communications focusing on cabin design, food, comfort, and pricing. Personified through the girls, passengers got a sensory or emotional experience of air travel with service and quality excellence.

SIA is a proven company that delivers great service reflecting their frequent international awards for innovation, flight experience and quality service. Many companies aspire to the status that SIA has earned itself, but SIA earned this through their commitment towards their mission statement of delivering quality world class service to their customers as their prime objective.

Singapore Airlines decided on a fully branded product and service differentiation strategy from the very beginning. Innovation, best technology, real quality and excellent customer service were to become the major drivers of the brand.