Business Daily (Nairobi)
Wangui Maina
15 April 2008
Kenya Airways is rebranding its business with the aim of marketing itself as an international brand with Kenyan roots.
Senior officials said the new image is expected to create cohesiveness in a brand that has undergone many transformations since its inception in 1977.
The chief executive officer, Mr Titus Naikuni, said the exercise is in line with the airline's ambition of offering a world class flying experience.
The project to be undertaken by Black Creative and Design is expected to merge world class aviation standards with authentic African themes.
"We intend to portray the merging of global cultures without alienating any that KQ represents," said Mr Veejay Archary, the managing director of Black Creative.
Kenya Airways will spend Sh25 million on the project with additional costs expected to be absorbed as part of the operating expenses.
Black Creative is a Johannesburg- based advertising and branding company credited with helping South African Airways change its identity in the post apartheid period.
Mr Veejay says the company mainly focuses on the tourism and telecommunications sectors, "which are expected to have the greatest impact on Africa."
The branding effort is expected to run through all KQ products; the web site, lounges, retail outlets, and communication items.
Onboard elements like the cabin, staff uniforms, crockery and seat covers are also expected to change. Mr Naikuni, however, said the airline's logo that was introduced in 2005 will not change.
Kenya Airways is one of the most recognised brands in Kenya, but brand experts say it has failed to deliver on its promises.
Brand recognition is a valuable asset for modern corporations whose promises customers expect to be delivered. Soft drinks giant Coca-Cola is recognised as one of the world's leading brands.
According to 2007 Best Global Brands Survey by Interbrands, Coca-Cola had a brand value of $65,324 million (Sh4.1 trillion).
Branding plays a major role in ensuring the success of airline products such as flat beds, menus and lounges.
Black Creative beat 48 companies to win the tender after all pitched for the job once it was advertised in major international magazines and locally in 2006.
The field was narrowed to eight and Black won due to its experience in the industry and proximity to Kenya.
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