FBlog

The identities of national airlines are widely recognized as being one of the most powerful expressions of a nation’s brand. From the perfectly understated Swiss with its elegant new design to the distinguished but homely feel of British Airways; and from the distinctive design of Lufthansa to the faded 1970s glory of Alitalia; European countries have been at the forefront of expressing their brands through their national airlines for decades.  Today, with fast growing air passenger numbers and a proliferation of airlines, it is interesting to consider how these countries are adapting to their new nation-defining airlines.

Could Michael O’Leary’s Ryanair take over from Aer Lingus as the Irish national airline? Could the hugely profitable low-cost carrier tip the balance of Ireland’s national brand from being a friendly nation, rich with Celtic tradition, to a brash and penny pinching identity as O’Leary sets in motion his scheme for coin operated toilets on his flights? The economics of €1 to spend a penny might not stack up for Irish tourism if Ryanair becomes too closely identified with Ireland.

In some cases, the success of non-flag-carrying airlines, can improve a country’s brand. Richard Branson’s Virgin Empire and its flag carrier, Virgin Atlantic, adds rather than detracts from Britain’s brand.  As Virgin Galactic becomes the first commercial space travel provider in the world, the recession-bitten UK can only gain by aligning itself with Branson’s derring-do. The successful launch of Vueling, a low-cost Spanish airline – that offers much more style than Iberia – was a boon to the country’s brand. When the carrier was bought by Iberia, they subsumed their own low-cost offering under Vueling’s bold yellow identity because it encapsulates the modern and playful Brand Spain so much better than Iberia’s own identity.

In the USA, one has to be grateful for the existence of airlines such as JetBlue and SouthWest. Carefully considered, they help to mitigate the problems associated with the unappealing brands of established airlines in the country such as American, Delta and United; whose uniformly dowdy looks do little for Obama’s America. The nation should be grateful however that Hooters Air’s operations ceased in 2006, well before the dawn of the new Brand America. The cult of personality – in airline carriers and politicians alike – can make a powerful impact on national identity.