This report is in three tasks. The first task provides the organisational summary of the chosen organization (Qatar Airways). Then assesses the current stakeholders’ perceptions of its existing brand identity through stakeholder analysis and mapping and evaluates the ways in which the organisation has developed its brand identity over time and the impact this has had on its reputation. In conducting the stakeholder analysis, eight stakeholder groups were identified and their expectations analyzed. With this done, a thorough assessment was conducted using stakeholder mapping to know their perceptions of the brand identity of Qatar Airways. The assessment revealed that stakeholder perceptions of the brand are generally positive. By evaluating how the brand identity has been developed over time, the context and concepts relating to branding and corporate reputation were first examined and then the impact of the brand identity on the organisation’s reputation was evaluated. This evaluation revealed that Qatar Airways’ brand identity has developed through deliberate brand identity strategies. Generally, the brand identity of the organisation has impacted the company’s reputation positively.
The second task of the report considers the use of digital communications to establish a new brand. It begins by assessing the following as the most relevant digital tools and channels available for establishing and managing brand identity: brand website, social media, mobile phone applications and email. It further evaluates the suitability of two digital channels currently used by Qatar Airways to communicate its brand identity: the organisation’s brand website and its Facebook page. This task then concludes by recommending the following digital communications strategies for establishing an enhanced brand identity: having an increasingly active presence on popular social media platforms; increasing the use of email newsletters; increasing the use of visual elements on social media platforms; providing information consistently and purposefully on the corporate website and developing the corporate website into an online collaboration platform and content hub.
The final task of this report examines how Qatar Airways can develop a new corporate brand identity that better reflects the needs of both the organisation and its stakeholders.
Table of Contents
1. Organisation Summary
2. Stakeholder Analysis
3. Development, Evolution and Perception of Corporate Reputation
3.1 Corporate Identity
3.2 Corporate Branding
3.3 Corporate Image
4. How Qatar Airways Has Developed Its Brand Identity Overtime
5. The Impact of Qatar Airways’ Brand Identity on Its Reputation
6. The Compatibility of Corporate Strategy, Structure and Culture in Relation to its Positioning and Reputation
7. An Assessment of the Current Brand Identity of Qatar Airways
8. Recommendations for Developing an Enhanced Brand Identity
9. Monitoring and Evaluating the Recommended Strategies
10. Digital Tools and Channels for Establishing and Managing Brand Identity
11. Digital Channels Currently Used by Qatar Airways to Communicate Brand Identity
12. Digital Communications Strategy for Establishing an Enhanced Brand Identity
Objectives and Topics
The primary objective of this report is to evaluate the existing brand identity of Qatar Airways and provide strategic recommendations for its enhancement. The study investigates how stakeholder perceptions and organizational strategy impact the airline's reputation, while simultaneously proposing an integrated digital communications framework to bolster the brand's global positioning.
- Analysis of stakeholder expectations and current brand perception through mapping techniques.
- Evaluation of the alignment between corporate mission, internal culture, and external brand expression.
- Assessment of digital engagement tools, specifically brand websites and social media channels.
- Development of a strategic roadmap utilizing the Balanced Scorecard model for performance monitoring.
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Corporate branding:
Knox and Bickerton (2003) defined, corporate brand as the visual, verbal and behavioural expression of an organisation’s unique business model. Argenti and Druckenmiller (2004), stated that a company engages in corporate branding when it markets the company itself as a brand. They stated further that the reputation of the organisation is strengthened when the corporate brand promise is kept. According to Balmer (2001), a corporate brand involves the conscious decision by senior management to distil and make known the attributes of the organisation's identity in the form of a clearly defined branding proposition. Through its corporate brand, a company might be identified and chosen by the stakeholder. This is also a way to obtain their loyalty (Sherrington, 1999).
Abratt and Kleyn (2011), defined corporate brand as the expressions and images of an organisation’s identity. In their view, corporate brand comprises two aspects: corporate expression and stakeholder images of the organisation’s identity. Corporate expression includes all mechanisms employed by the organisation to express its corporate identity to all stakeholder groups. The second aspect encompasses stakeholders’ perspectives of an organisation’s brand.
Summary of Chapters
Organisation Summary: This chapter outlines the fundamental profile of Qatar Airways, including its industry standing, fleet size, and core business divisions.
Stakeholder Analysis: This section identifies key stakeholder groups and their expectations, mapping their influence and perception to facilitate better engagement.
Development, Evolution and Perception of Corporate Reputation: This chapter provides the theoretical framework defining corporate identity, branding, and image as drivers of reputation.
How Qatar Airways Has Developed Its Brand Identity Overtime: This chapter explores the practical strategies, such as sponsorship and digital innovation, used by the airline to build awareness.
The Impact of Qatar Airways’ Brand Identity on Its Reputation: This chapter evaluates the airline’s success in achieving global recognition, highlighted by various industry awards.
The Compatibility of Corporate Strategy, Structure and Culture in Relation to its Positioning and Reputation: This section discusses the importance of internal alignment, specifically regarding mission, vision, and organizational structure.
An Assessment of the Current Brand Identity of Qatar Airways: This chapter critically analyzes the current mission and vision statements in relation to the airline's actual market performance.
Recommendations for Developing an Enhanced Brand Identity: This section provides actionable strategic advice, including the need for a more differentiated mission and increased organizational autonomy.
Monitoring and Evaluating the Recommended Strategies: This chapter introduces the Balanced Scorecard as a framework for measuring the effectiveness of branding strategies.
Digital Tools and Channels for Establishing and Managing Brand Identity: This chapter examines the role of websites, social media, and mobile apps in modern branding.
Digital Channels Currently Used by Qatar Airways to Communicate Brand Identity: This section assesses the strengths and weaknesses of the company's existing Facebook presence and website.
Digital Communications Strategy for Establishing an Enhanced Brand Identity: This chapter offers concrete digital strategies to improve stakeholder engagement and content distribution.
Keywords
Qatar Airways, Corporate Identity, Corporate Branding, Corporate Reputation, Stakeholder Analysis, Digital Communications, Brand Strategy, Aviation Industry, Organizational Culture, Balanced Scorecard, Customer Satisfaction, Social Media Strategy, Mission Statement, Brand Positioning, Digital Marketing.
Frequently Asked Questions
What is the core focus of this report?
The report focuses on evaluating Qatar Airways' current brand identity, analyzing the efficacy of its strategic communication, and recommending improvements to enhance its global market positioning.
What are the central themes explored?
The central themes include corporate reputation management, stakeholder alignment, the role of organizational culture in branding, and the implementation of digital strategies for brand enhancement.
What is the primary objective of the research?
The primary objective is to identify gaps in Qatar Airways' current brand representation and provide a strategic roadmap for creating a more cohesive, globally-aligned corporate identity.
Which scientific methods were applied?
The research employs stakeholder mapping, theoretical framework analysis, and a critical assessment of corporate documentation and digital engagement metrics.
What does the main body cover?
The main body covers a comprehensive audit of the company's brand identity, including mission analysis, organizational structure, digital channel evaluation, and performance monitoring models.
How can this work be characterized?
This work is characterized by the application of branding theories to a real-world corporate case study, emphasizing the link between internal operations and external reputation.
How does organizational culture affect Qatar Airways' brand?
The report suggests that while Qatar Airways' culture promotes customer satisfaction, top-down internal policies may sometimes hinder the creativity and innovation necessary for a truly dynamic global brand.
Why is the Balanced Scorecard recommended?
It is recommended because it provides a multidimensional approach to performance, measuring shareholder, customer, and employee perspectives, which is crucial for tracking long-term branding success.
What is the main critique of Qatar Airways' current mission statement?
The critique is that the current statement is too generic and fails to clearly differentiate the airline from competitors in the highly saturated aviation industry.
- Quote paper
- John Nyafele-Antoson (Author), 2020, Corporate Digital Communications, Munich, GRIN Verlag, https://www.grin.com/document/536431
