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Consumers' perception on service rebranding: the case of Aegean Airlines
(2021-03-04) Pitta, Viktoria; Πήττα, Βικτώρια; Athens University of Economics and Business, Department of Marketing and Communication; Karantinou, Kalipso; Drossos, Dimitrios; Painesis, Grigorios
The recent trends in the airline industry in conjunction with the new consumers profile who is younger, more educated, aware and demand high-quality service inspired me to study the rebranding of the service industry by focusing on the recent rebranding event of Aegean airlines, the Greek airline company with the 20 years presence in the market. The analysis was structured around branding concepts like brand awareness, brand image and brand identity and how the brand elements contribute to rebranding. The writing journey is starting with an analysis of the rebranding notion, its definition, the types, and drivers of rebranding and of course the rebranding process. Emphasis was given on the brand’s visual elements that are redesigned or transformed on a rebranding. Attention was given to logo redesign because it is the most distinct element of a brand and affects consumers’ perception of brand image and brand equity. Τhe central axis of the analysis was consumer’s perception towards all those above-mentioned concepts. A qualitative analysis, using IBM SPSS Statistics program, followed to measure consumers’ evaluation on Aegean logo redesign and the new brand identity. The goal was to give insights into Greek consumers’ profiles and draw personas.