Qatar Airways Marketing Strategy

Brand Management as a marketing strategy was started by Procter &amp. Gamble. It seeks to increase the perceived value of the product or service to the customer, and effect a corresponding increase in sales. A good brand name should be– legally protectable, easy to pronounce, easy to remember, easy to recognize. attract attention, suggest product or service benefits or suggest usage, suggest the company or product/service image, and distinguish the positioning of the product or service relative to the competition. (Wikipedia)
In this age of globalization, Nation Branding has become a strategic marketing approach for many industries including the airline’s industry.
The inventor of Nation Branding in its modern form is Singapore’s, Lee Kuan Yew. He defined what Singapore was, promoted it worldwide, and introduced a set of values and discipline for Singapore’s citizens, using advertisements to help educate the population. Nation Branding is practiced by many states, including the United States and the United Kingdom, South Africa, New Zealand, and most Western European countries. Developing economies also use Nation Branding to create more favorable conditions for foreign direct investment, tourism, trade and diplomatic relations with other countries.
Almost majority of international airlines use Nation Branding, such as— British Airways, Canadian Airlines, Singapore Airlines, Siberia Airlines, Japan Airlines, Qatar Airways, Philippine Airlines, Saudi Air, Gulf Air among others.
Nations have become brands when for decades, researchers have studied “country of origin.” When there are two products labeled “Made in Mexico” and “Made in Japan,” consumers will consistently choose the “Made in Japan” product.. In 1998, a British marketing consultant named Simon Anholt took this concept a step further. He wrote an article in a trade journal, arguing that places and nations themselves are brands. Anholt received numerous calls from officials around the world seeking his services. In the world of nation branding, flags become logos, national anthems advertising jingles. When customers buy a pair of Calvin Klein jeans they are not just buying a few pounds of denim, they are buying the Calvin Klein experience. Simon Anholt said nation branding works the same way. (Weiner, 2006)
According to Anhold, countries have reputations and