Belfast International Airport - Marketing and Design Proposal

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

Brand Positioning Where does the brand stand among the competition? Positioning is the distinctive/unique position of the brand in the market/consumers’ mind. Establishing a good brand is important because passengers need to be able to clearly identify the organisations they can rely on to manage the air-travel process efficiently. Brand Awareness It is the extent to which consumers are acquainted with the particular brand. Promotional material is increasingly focusing on the various commercial offerings at airports to encourage passengers to spend money in the gateway’s shops and restaurants. Brand Touch Points A touch-point is where the brand and the customer interacts. For country-branded environments, the departure experience may be even more pivotal than the arrival. Research source: www.airportworld.com