FOCUS - RESEARCH: Singapore Airlines rated No.1 in Asian Brands Poll

<p>The airline with claims of having a "service other airlines talk </p><p>about" winged its way to the top of Asian Brand News' new Top 50 Asian </p><p>Brands Poll. </p><p><BR><BR> </p><p>Singapore Airlines was an expected winner. </p><p><BR><BR> </p><p>Its only real competitor was the second-placed Cathay Pacific. </p><p><BR><BR> </p><p>The Hong Kong carrier - its image bruised by last year's dispute with </p><p>pilots - tailed SIA in the overall rankings, which was based on two core </p><p>measures: brand familiarity and quality stakes. </p><p><BR><BR> </p><p>Created after the former Malaysia Singapore Airlines was dismantled in </p><p>the mid-60s, SIA has over the years communicated its image with </p><p>relevance, consistency and clarity. </p><p><BR><BR> </p><p>The strategy was born out of necessity. Singapore's small population </p><p>base meant that the carrier's survival essentially depended on overseas </p><p>markets - a game plan which required it to invest heavily in product, </p><p>service and marketing. </p><p><BR><BR> </p><p>Even when the financial typhoon hit Asia in the late '90s, SIA continued </p><p>pumping in investment dollars that translated into plenty of buzz and </p><p>awards. </p><p><BR><BR> </p><p>As rivals - Cathay, Thai International and Korean Air among them - cut </p><p>back on service, marketing budgets and routes, SIA relaunched its three </p><p>classes, broke new ad campaigns, introduced new services and invested in </p><p>Virgin and Air New Zealand as it prepared for the growing globalisation </p><p>of air travel. </p><p><BR><BR> </p><p>"We are fortunate that the airline takes a long-term view in terms of </p><p>building and maintaining its position," said Mr Robert Kay, director of </p><p>Batey Ads, SIA's long-term advertising agency, which created the </p><p>Singapore Girl icon. </p><p><BR><BR> </p><p>"Too many clients in times of adversity have not had the courage to ride </p><p>out the downturn and communicate the essence of the brand." </p><p><BR><BR> </p><p>Which may explain why SIA's score on the quality measure was almost </p><p>double that of Cathay Pacific's - the only other airline that did well </p><p>on this count. </p><p><BR><BR> </p><p>- The full report on the Top 50 Asian Brands Poll appeared in the </p><p>September edition of Asian Brand News, which is available only by paid </p><p>subscription. </p><p><BR><BR> </p><p>For more information, please contact Ms Iris Tang at (852) 2577 2628 or </p><p>email subscrib@media.com.hk. </p><p><BR><BR> </p>