Belfast International Airport - Marketing and Design Proposal

The impact a brand has on the image and popularity of an airport » Power of Branding

Brand Name The part of the brand which gives it a spoken identity. Just like a person’s name. The “Belfast international Airport” name is already well established and should remain unless commercial naming rights can be sold to a sponsor - think “Kingspan” Stadium. Brand Attributes The characteristics of a brand. The core values of the brand. To be a strong brand it should have some characteristics like relevancy, consistency, appeal, sustainable, credibility, etc. Research shows that airport brands should promote Sustainability, Efficiency and importantly Orientation. It is all too easy to get lost and confused in an airport, therefore the brand has a duty to navigate passengers through the terminal. Brand Identity How an organisation feels of its brand. It’s basically an image of the brand from the company’s point of view. That is, how it wants the customer to perceive its brand. A strong brand can transform an airport and elevate it to another level, provided that it is applied consistently and promoted and communicated over a number of years.