Mahan Air Brand Assessment

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DorGaraei, Zahra | 2010

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Type of Document: M.Sc. Thesis
Language: English
Document No: 41612 (54)
University: Sharif University of Technology, International Campus, Kish Island
Department: Science and Engineering
Advisor(s): Sharifian, Mohammad Ali
Abstract:
The basal focus of brand management in the field of brand extension is tracking brand equity that can serve as a strategic tool in order to creating and sustaining long-lasting and profound associations between brand and the customers. Tracking brand equity executed in means of understanding that to what extend firms succeeds on appreciating their brand values on mindshare.This study aimed to assessing the intangible brand equity of Mahan Air among its mindshare and also clarifying the status of Mahan brand life cycle through Brand Asset Valuator approach. This model was designed by Young & Rubicam (Y&R) institute and is utilized for evaluating the non-financial value of creditable brands.This work gathers qualitative data from 800 internal and external Mahan passengers. Its passengers were asked to demonstrate their perception about Mahan brand through likert scale questionnaire. After that all qualitative data convert to quantitative information by using SPSS and Microsoft office software.Finally based on findings that obtained from brand survey, general options for improving Mahan brand are discussed.
Keywords:
Airline Industry ; Brand ; Brand Equity ; Brand Management

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