SWISS International Air Lines plans to build on its position and brand profile with a new logo and marketing tools.
While maintaining a keen focus in areas such as cost management and flexibility, the carrier aims to develop its collaborations within the Lufthansa Group putting a particular emphasis on sharpening its brand profile and exploiting its size to build even better customer relations.
“With the vast range of products on the market today, it’s primarily through our brand that we can stand out as a service provider,” says Holger Hätty, the airline’s chief commercial officer. “It’s our brand that is a byword for top product and service quality, for closeness to our customers and for traditional Swiss values.”
He added that the management board views Swiss’ manageable size (compared to many of its competitors) as a vital asset, saying: “Our size enables us to stay closer to the customer and to respond even better and more specifically to their individual wishes and needs.”
A new logo is to be adopted from this month showing the Swiss tailfin with its Swiss cross design, reflecting the livery of the company’s aircraft and enabling the carrier to be instantly recognised as ‘the airline of Switzerland’, even from afar.
Advertising and promotional materials will also be given a clear new look with the focus on the company’s aircraft and their Swiss cross tails.
The carrier has also launched a new top-quality service commitment with the claim ‘Our sign is a promise’.
“I am convinced that, with our stronger brand profile, we will be better able to survive and thrive in a competitive market that is growing tougher each year,” said CEO Harry Hohmeister. “And I’m equally certain that we will continue to live up to, and further build on, our aspiration of being Europe’s leading airline in product quality and profitability terms.”
“Echoing the rationale behind our brand profile, it is certainly a boon for Swiss here in the region to be more recognisable as the airline which stands for quality service. By mere association to the Swiss cross design, our customers know that we are committed and serious in delivering quality that exceeds their expectations,” said Martin Massüger, director, head of sales Middle East, Africa, Pakistan and Iran.