Rebranding feature

THE rebranding of the Fiji Airways from the colourful distinctive Air Pacific features occurred in 2013 with major changes implemented in all aspect of the image makeover.

The company expected aggrandisement demands and particularly in the international sector growth. This intention of the rebranding was done as the company simply needs to create a greater sense of brand unity across its business.

There are many benefits of rebranding such as connecting with new markets and perhaps the biggest advantage to refreshing the look and feel of the brand is the ability to reach new potential customers.

This also sets a distinction from competition that reflects the unique Fijian service. However, this exercise can be expensive and to rebrand may at least cost about 20 per cent of the marketing budget.

The complete transformation of the corporate image is vital in rebranding with absolutely no attachment with the previous brand name.

However, it is noted that during some local flights, the flight attendants are still using life jackets for demonstration purposes that has the scintillating logo of Air Pacific and creates confusion if the rebranding transition was effective.

SATISH NAKCHED Suva