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The airlines category, perhaps the most high profile, is where there has been a massive churn in the rankings. The shake-up in the ownership of Gulf Air earlier this year has forced the golden falcon to cede its perch to Oman Air. The flag carrier has been quick to take up Gulf Air’s slack. The ball was set in motion with the government taking control of the airline, opening up more routes to the sub-continent, leasing aircraft to meet its short-term needs and placing orders for newer ones to boost its fleet strength and future plans. As the sultanate’s tourism agenda begins to take shape, Oman Air’s visibility will spread and make it the carrier of choice.
The Oman Air dichotomy
The case of Oman Air as a brand, however, is a study in contrast. While the flag carrier is the top airline brand, it is the last recalled brand in the Omani category. What is even more interesting is the fact that in the Best Omani Brands category, it scores zero among nationals, while women give it just three points.
In the airlines category, Oman Air is way ahead of first runner-up, Emirates. But among nationals, the brand recall of Emirates was higher at 25.52 per cent as compared to the 23.29 per cent Oman Air scored. The airline may also need to work on its image as brand recall among women and the under-35 age group is poor. The rebranding strategy the flag carrier is working on may give it greater visibility next year.
Rising stars
The heavy marketing blitz by Emirates and Qatar Airways, apart from the launch of additional flights from Muscat, has given a boost to their popularity this year. Qatar Airways has jumped three spots to No 4. British Airways has slipped a notch to No 5, while Air India slid three places to eighth on the list. Indian Airlines stays at No 6.
Fall from grace
Gulf Air, which had topped the Best Airline Brands category ever since the category was introduced, has dropped to No 3 this year. The reasons are manifold. With Oman pulling out of the airline’s joint ownership with Bahrain, Gulf Air has started operating fewer flights from Muscat. Simultaneously, its visibility in the media also diminished, thus reducing brand recall.
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