Wednesday, September 29, 2021

Air India: The Brand and Burden of Legacy

As Air India prepares itself for sale, the successful bidder has a tough flight path ahead. In all likelihood, the brand will continue. Yet that also carries with it the burden of legacy. A legacy that—if you go back long enough—speaks of a glorious past. A past with extremely high levels of service, luxurious cabins and a golden age of flying. But also a legacy that in the more recent past speaks of less-than-satisfactory levels of service, cabins screaming for upgrades, a bureaucratic setup and general malaise. This contradiction will exist in the traveler’s mind and will inform traveler expectations. And for the most part, it will negatively impact the willingness to pay a premium. To overcome this, continuing with the brand will mean refreshing the brand and nudging the traveler towards positive associations. 

The burden of legacy will have to be expertly managed. See how >>

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