Contemporary Brand Management
Coursework 2006
Index 1
Background 2
2. Brand essence 4
2.1 Easy Jet Brand Survey 5
2.2 Easy Jets Personality 6
2.3 Brand Pyramid for Easy Jet 7
3. Positioning 8
3.1 Positioning Easy Jet and British Airways 9
4. Celebrity Endorsement 10
4.1 The down-to-earth celebrity 11
5. Online presence 12
6. The future for Easy Jets brand 14
7. References 15
8. Appendix 1 16
1. Background
I have decided to write a report about the Easy Jet brand. This is because the low cost air companies are the new contrast to the major scheduled air companies, and their alliances.
The airline was founded by Stelios Haji-Ioannou in 1995, and the family remains the major shareholder. He controls other separate easyGroup companies such as easyInternetCafe, easyCar.com, easyMoney, and easyValue.
A low-cost/no-frill airline can be described as a company that eliminate unnecessary cost and frills which characterise 'traditional'......
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Approximate Word Count: 2983
Approximate Pages: 12 (260 words per double-spaced page) |