The national airline of the United Arab Emirates, Etihad Airways is undertaking a wholesale review of its brand with Landor Associates.
Landor was appointed in January, without a pitch, to review the carrier’s brand strategy, while the consultancy is also believed to have a wider remit to develop the airline’s service proposition.
The consultancy worked with Etihad chief executive James Hogan on the repositioning of Gulf Air in 2003 and is thought to have been handed the business on the strength of this relationship, as well as its credentials in the airline sector.
A spokeswoman for Etihad confirms that the branding is being reviewed with Landor and says that in-flight service specialist Performa Global is in the throes of ‘evaluation’ of the Etihad experience. This research will form the basis for the wider branding project.
‘The project is still very much in its infancy and together with Landor and Performa, we are evaluating various aspects that will shape the brand strategy. The scope of the project has not yet been outlined,’ she says.
Landor is understood to be tasked with creating an identity that will span all consumer touchpoints, communication and service delivery, from logo, livery and website to ticket offices and airport lounges. It is expected that the identity will be completed towards the end of this year, although implementation will take place over a longer time scale.
Etihad chief executive James Hogan has indicated that Etihad’s lack of ‘legacy systems’, its new technology and new aircraft are its strengths. These elements are thought to make the process of brand implementation more straightforward than it would be with a more established airline.