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Homework Help: Solved 191623

Introduction Emirates airlines acquired the services of Hollywood celebrity Jennifer Aniston in order to become the company’s latest brand endorser. It is an interesting partnership because UAE’s flag carrier is the most successful and well-respected airline company in the world (ACC Global, 2017). Aniston on the other hand is one of the most recognizable faces in the world. It is easy to understand the Emirate’s decision based on Aniston’s popularity and global appeal (The National Staff, 2016). However, she is not the only one blessed with those attributes. Without a doubt, there are more than a dozen female celebrities that are also as easily recognizable as Aniston (Kloppers, 2017). It is therefore interesting to figure out the reasons for hiring her from a marketing and brand management perspective. After studying her latest TV commercial and appreciating its purpose and intended message with regards to the Emirates airline’s brand and overarching marketing campaign, one can argue that the company’s hiring of Aniston was driven by the need for a brand resonance and brand association. Background UAE’s flag carrier took the top prize at the SkyTrax 2016 World Airline Awards (SkyTrax, 2016). It was not the first time for Emirates airlines to earn the said distinction. Aside from garnering acclaim from some of the toughest award-giving bodies on the planet, the airline company was also cited for having the best inflight entertainment system, one of the best Business and Economy sections, and cabin staff in the world. Kenneth Rapoza (2014), writing for Forbes magazine enabled ordinary mortals the inside story that helps explain Emirates rise to the top. The author pointed out that in a business class flight from New York to Abu Dhabi he was treated to a dinner prepared by a world-class catering service under the supervision of celebrity chef Wolfgang Puck (Rapoza, 2014). In addition, he enjoyed the rest of the trip sleeping on a chair that reclines flat while cocooned in a thick and comfortable blanket (Rapoza, 2014). It is not enough to appreciate Emirates airlines’ corporate advantage based on onboard amenities alone. It is also important to consider the big picture or the context of the larger experience using this airline company. For example, the UAE government spearheaded an ambitious project to build the world’s biggest and most advanced and aesthetically pleasing airport in order to augment the experience of using the services of the said airline company. In addition, it is also of critical importance to make a connection between Emirates’ customized commercial jets and the opulence of the UAE from man-made “archipelagoes shaped into palm trees” to the world-renowned architectural wonder called the Burj Khalifa (Mouawad, 2011). In other words, it is difficult to ignore the company’s intended message, compelling the world to acknowledge that the airline company exemplifies luxury and top-of-the-line service. Jennifer Aniston shot to worldwide fame through the TV sitcom, Friends. The said sitcom is considered not only of the most financially successful TV productions of all time, but it is also an iconic brand that cuts through cultural and language barriers. The sitcom made her into one of the most easily recognizable female celebrities on the planet. Aniston leveraged her TV celebrity status into movie royalty power. Her popularity and the global appeal was enhanced even further when she married Brad Pitt, one of the most influential and sought after celebrity in today’s global market. When her marriage to Pitt ended, she earned legions of fans as the world emphatized with her plight. Thus, there are only a few people on this planet that captured the imagination of the general public the same way she had. There are two things to remember about Aniston in the context of brand endorsement capabilities. First, she had a gift of comedy, and just like others blessed with a great sense of “comic timing” she has the ability to make people laugh and at ease (Walden, 2016). More importantly, she had this aura of “the girl next door” and yet she makes women all over the world believe that it is not an impossible dream to become like her (Walden, 2016). Her magnetic power lies in her ability to make people believe that they can relate to her and that they are able to reach her level no matter how lofty it may seem at first. Possible Answers Strategic Brand Management and Brand Equity It is important to point out that Emirates airlines wanted not only to sell a particular product but also to create a brand. Brand equity is synonymous with creating brand value and for the brand to acquire an instant recognizability factor. Customer-based Equity and Brand Positioning via Integrated Marketing Communication Customer-based equity aims to increase cutomer loyalty. A successful marketing campaign insulates the airline company from competitive marketing activities. At the same time, it is possible to increase profit margins. In other words, demand remains the same even as prices tend to increase. Get your 100% original paper on any topic done in as little as 3 hours Learn More Brand Resonance and Brand Value Chain by Understanding Market Performance Brand resonance translates to greater customer attachment to a particular product. It is easier to achieve brand resonance if customers are able to relate to the brand endorser. In this regard, the brand ambasador creates a positive feeling within the consumers (Kardes, Cronley,


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