Contemporary Brand Management
Coursework ? 2006
Index 1
Background 2
2. Brand essence 4
2.1 Easy Jet Brand Survey 5
2.2 Easy Jets Personality 6
2.3 Brand Pyramid for Easy Jet 7
3. Positioning 8
3.1 Positioning Easy Jet and British Airways 9
4. Celebrity Endorsement 10
4.1 The down-to-earth celebrity 11
5. Online presence 12
6. The future for Easy Jets brand 14
7. References 15
8. Appendix 1 16
1. Background
I have decided to write a report about the Easy Jet brand. This is because the low cost air companies are the new contrast to the major scheduled air companies, and their alliances.
The airline was founded by Stelios Haji-Ioannou in 1995, and the family remains the major shareholder. He controls other separate easyGroup companies such as easyInternetCafe, easyCar.com, easyMoney, and easyValue.
A low-cost/no-frill airline can be described as a company that eliminate unnecessary cost and frills which characterise 'traditional' airlines.
EasyJet keeps costs low by eliminating the unnecessary costs and ?frills' in different ways like:
Use of the Internet to reduce distribution costs: approximately 95 % of all seats are sold over the Internet, making easyJet one of Europe's biggest Internet retailers.
Maximise the utilisation of the substantial assets Maximising utilisation of each aircraft significantly reduces the unit cost.
Ticket less travel: This helps to reduce significantly the cost of issuing, distributing, processing and reconciling millions of tickets each year.
No free lunch.
Efficient use of airports: Using regional airports instead of the major hubs.
Paperless operations.
Fleet uniformit ...