Analyzing the brand structure among the clientele
The goal was to clarify the interrelationships of the Finnair and Finnair Holiday Travel brands, from the customer-experience point of view.
We carried out a comprehensive research project covering all customer groups. Brand perceptions, customer commitment, buying behavior and the elements most affecting it, and market trends were explored. In addition, the brand messages, delivering on the brand promises, positioning, and the impact of the complementary brand were unfolded for Finnair and Finnair Holiday.
The customer benefit
A clear understanding was formed of the clientele's views and experiences of both brands. As a result Finnair was able to make a decision on the brand structure.