| TACA
2010 REBRAND 100 Winners > notable
Industry: Airlines
Enterprise Rebrand
Country Base: El Salvador
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The Central American aviation market is one of the strongest growth markets in the Americas. TACA is the largest Central American airline, having grown organically and through acquisitions, with primary routes to and from the US, South America, and intra-Central America. TACA’s primary competitors are American, Continental, Delta, Copa, Gol and LAN.
Challenge - After a decade of shifting positioning, TACA focused on improving customer loyalty through disciplined brand management. The existing brand image was missing emotional connections to employees and customers. Our challenge was to transform TACA to appeal to the “modern Latin” customer, while staying true to its El Salvadoran roots.
Strategy - The brand transformation strategy rested on four elements: 1) redefining the customer as the “modern Latin,” beyond the general business and leisure segmentation most of the industry employs; 2) addressing an important customer need that competitors were ignoring; 3) being immediately credible; and 4) Producing meaningful change for employees and customers. After investigating TACA’s Latin heritage, the region’s culture and preferences, and performing quantitative research with employees and customers, a final brand positioning concept, “Personal Touch,” was adopted as the foundation for communications and product development to increase customer loyalty.
Result - The brand transformation became a compass that guides business strategy and product development and has lead to the decrease in marketing and communications spending. Syndicated Skytrax data, which measures customer preference and loyalty, showed that TACA rose from number 136 in the world in 2007 to number 46 in 2009.
Credits:
Client: TACA - www.taca.com
Brand Strategists/Designers: Lippincott - www.lippincott.com
Creative Director: Rodney Abbot
Designers: Rodney Abbot, Randall Stone, Sam Ayling, Ryan Kovalak, Joey Rippole, James Yamada
Strategy: Steve Lawrence
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