United Airlines was founded in 1926 and operates both domestic and international flights using 12 different aircraft fleets worldwide. Its main competitors are Delta, American, and Southwest Airlines. United's vision is to have the most comprehensive global airline network through partnerships and customer loyalty. It believes in safety and a healthier environment, and created digital boarding passes for convenience. United provides flexibility through network partnerships and employee/health benefits. It needs to rebrand to attract younger customers and focus on developing technology and environmental sustainability to remain a leader in the industry.

1. Priyank P. Patel
MDM530
BRAND DEVELOPMENT
3.4.1 WEEK 4 DISCUSSION

2. Project Company
United Airlines

3. Company Overview & ZAG
Zag: United Airlines is the only company that sets the
highest industry standard towards safety and security
while providing world-class service.
United Airlines was founded in 1926. United’s main
competitors are Delta Airlines, American Airlines and
Southwest Airlines . United flies both domestic and
international flights. Currently they operate 12
different fleets of aircraft worldwide.
United Airlines

4. Brand Ideals
Vision: The goal is to have the most comprehensive
global airline network. Along with partnership and
customer loyalty, they are able to deliver on a global
level.
Meaning: United believes in safety towards their
customers and a healthier environment. Currently
they are the industry leader towards airline safety.
Authenticity: United created a digital boarding pass
which allows customers to check in without standing
in long lines.
United Airlines

5. Brand Ideals
Flexibility: United provides flexibility by partnering
with other airlines to support their network. They also
have flexible work schedules for their employees and
flexible health benefits.
Value: United values a strong sustainable long term
value to their customers and communities.
Commitment: United is committed to provide a level
of service to their customers that makes them a
leader in the airline industry.
United Airlines

6. Onliness Statement
United Airlines is the only company that
sets the highest industry standard
towards safety and security while
providing world-class service.
United Airlines

7. Need For Rebranding
United Airlines need for rebranding is to
focus their business towards the younger
generation.
United Airlines

8. Key Differences and Similarities
To Competitors
Differences:
• Focuses on safety towards customers
• More leg room for passengers
• Additional fees for checked in baggage.
Similarities:
• Has a strong focus towards
environmental issues.
• Adds network by partnering with other
airlines
• Created a digital boarding pass
United Airlines

9. S.W.O.T Analysis
Strengths:
• Keeping the operation cost low.
• Effective management style, bottom up
model
• Stimulate to potential markets
• Multiple fleet line up increase overall
efficiency.
Weakness:
• Limited manpower can not handle additional
hours.
• Fewer domestic hubs.
• More flights with longer layovers
• Poor training program for new hires
United Airlines

10. S.W.O.T Analysis
Opportunities:
• Adding new routes and airport decals.
• Adding inflight options marketed towards
kids.
• Increasing first class cabins to have more
room
• Building high tech customer check-in
application
Threats:
• High fuel prices decreasing profits.
• Trying to increase customer confidence in
this environment.
• Winning over government strict policies
through congress.
• Increase operational cost by adding
additional services.
United Airlines

11. Action Plan
Brand Positioning:
For all the domestic and international travelers,
United Airlines is a global airline that provides high
class accommodations to over 1.1 million travelers
world wide. Unlike other airlines, United provides a
combination of extraordinary convenience, low prices,
and comprehensive flight selections.
Value Proposition:
United is best known for their high-class flight
accommodations and innovation towards airline
travel. Among one of the nations leading airline
industry, United has added over 150 advanced
aircrafts to their lineup. Majority of United’s cabins
has been upgraded to adopt to the latest technology
changes, including in-flight texting and video games.
This clearly expresses the product’s competitive
advantage.
United Airlines

12. Action Plan
Sustainable Competitive Advantage:
The technology industry is one of the leading
industries with respect to strong research and
innovation. And when it comes to setting the pace
using innovation as leverage; Apple and Sony are the
two companies that have held their leadership
position using innovation as a competitive advantage.
United has developed a strong sustainable
competitive advantage by providing unique services
and having a good reputation towards customer
service.
United Airlines

13. Brand Strategy Recommendation
To United Airlines for the purpose of being a brand
leader in the market is by focusing on developing
technology to be targeted towards both their younger
and more elite audiences.
United Airlines

14. Short Term Action Plan
Recommendation
• Focus developing technology advancements
towards a younger crowd. Build in advance features
that we will see tomorrow. Technology connects
United Airlines with its customers at a closer level.
• Focus on developing and setting a benchmark for
Environmental issues globally. This will help make it
more of a “green” brand and will help United Airlines
passengers fly safer in the skys.
• Research and build new planes that are more fuel
efficient, environmentally safer and produce less
footprints on the Earth we live on. Lets have United
Airlines as a global leader that will surface and show
how it can help others as well do the same.
United Airlines

15. Project Conclusion
United Airlines is a global brand leading the airline
industry with innovation and strong business tactics.
United Airlines will continue to grow and develop its
technology and ways it connects to its customers with
the constant uprising in customer demands.
United Airlines

16. Sources
ArIte, M. (2014, March 3). Quality and Innovation. Retrieved August 17, 2014.
Best, K. (2006). Design management: Managing design strategy, process and implementation. Switzerland: AVA Publishing.
Details (2007, June 8). Retrieved August 6, 2014, from
https://www.flickr.com/photos/janoid/888869166
Expressions (2007, June 8). Retrieved August 6, 2014, from
https://www.flickr.com/photos/ingetjetadros/5919120554/sizes/l
Great Flexibility ! (2007, June 8). Retrieved August 6, 2014, from https://www.flickr.com/photos/khalid-almasoud/474399662
Neumeier, M. (2007). Zag: The number-one strategy of high-performance brands : A whiteboard overview (No ed., pp. 115-143). Berkeley, Calif.:
AIGA
Wheeler, A. (2013). Designing brand identity: An essential guide for the whole bradning team (Vol. 4). Hoboken: J. Wiley & Sons.
United Airlines

17. SourcesUnited Airlines
Image: http://www.trbimg.com/img-531f4b80/turbine/la-fi-mo-united-airlines-refunds-20140311-001/600/16x9
Image: http://i.huffpost.com/gen/1223703/thumbs/o-IPAD-AIRPLANE-facebook.jpg
Image: http://cdn.sheknows.com/articles/2013/03/handsome-pilot-horiz.jpg
Image: http://cospilot.files.wordpress.com/2008/10/j0430598.jpg
Image: http://www.travelmonitor.com.au/wp-content/uploads/2012/09/Economy-Class-basic-design-Dreamliner-787.jpg
Image: http://4.bp.blogspot.com/-sjIJUhcG0yc/U6MR7xGDKmI/AAAAAAAAAJM/kgYPKtp189I/s1600/sunexpress+air+hostess_5.jpg
Image: http://elaviadorsv.net/wp-content/uploads/2012/08/dreamliner-united-airlines.jpeg
Image: http://images.forwallpaper.com/files/images/5/5466/5466709f/229314/aircraft-aviation-flying-sky-clouds.jpg
Image: http://upload.wikimedia.org/wikipedia/commons/8/8c/United_Continental_airliner_tails.jpg
Image: http://www.shedexpedition.com/wp-content/uploads/2014/02/united-airlines-jumbo.jpg
Image: http://babybeasbakeshop.com/wp-content/uploads/2013/09/United-Logo-Cookies.jpg
Image: http://gojetting.com/wp-content/uploads/2013/09/United-787-Dreamliner-Exterior_3.jpg
Image: http://www.armstrongaviationclothing.com/images/Cabin_Crew_female.jpg