Trends Report

Consistent Customer Experience Drives Airline Brand Resonance

Technographics® TRUE Brand Compass: Airlines

June 25th, 2014
Tracy Stokes
With contributors:
Roxana Strohmenger , Anjali Lai , Colin Campbell , Alexandra Hayes , David Cooperstein


Airlines battle daily to win market share, but they are losing the battle for brand resonance. Airline chief marketing officers (CMOs) must work harder to secure loyal customers and build more solid brands. Forrester' research proves that being trusted, remarkable, unmistakable, and essential (TRUE) drives airline brand resonance and can secure consumer brand preference, referral, and pricing power. This report reveals Forrester's TRUE brand compass results for 10 airline brands and analyzes which dimensions of a TRUE brand are important drivers of a resonant airline brand.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.