Read and cite the required articles listed below, supplemented with other articles related to passenger airline industry as well as United and Southwest Airlines, and develop a report in terms of the following guidelines.
A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Key External Factors,” instead of a sentence or a question.
– Explain the major airline market segments by applying the marketing concepts of segmentation, targeting, and positioning.
– Briefly describe the branding and positioning strategies of United and Southwest Airlines. Do they build brand loyalty? If so, what emotions are involved?
– Discuss the brand personality of United and Southwest Airlines. Explain why you believe the personality represents each brand.
– What are the similarities between the two branding efforts? What are the differences?
– If you are a brand manager, what can you learn from these two cases?
Assignment Expectations
Expectations Regarding Your References and Defense of Your Positions
Write clearly, simply, and logically. Your paper should be 1000-1500 words long, excluding title pages and references, but quality of writing is more important than length. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.
