The much hyped in addition to celebrated Kingfisher airlines is inwards big trouble. UB grouping decided to extend its beer construct to airlines in addition to executed the branding inwards perfect style. The beer construct in addition to the airline brands gelled amongst each other inwards damage of positioning in addition to construct attributes. The airlines farther reinforced the fun in addition to exciting attribute of the bring upwards beer brand.
Kingfisher Airlines failure is the failure of its draw of piece of employment organisation model. The draw of piece of employment organisation tried to grow equally good fast burning its cash inwards the process. Now the construct has been criticized past times the same media which 1 time sang its glory equally the poster man child of extravaganza in addition to client delight.
Now Kingfisher equally a construct is facing its worst PR nightmare. The Airlines failed to accolade its schedules resulting inwards a serial of cancellations which led to customers getting stranded. Whatever equity that the construct had built-up seems to live gone downwards the drain.
So the interesting inquiry is whether the whole number of Kingfisher Airlines volition touching on its bring upwards construct " Kingfisher beer " ? Often inwards marketing classes, nosotros used to speak virtually the negative outcome of a construct extensions failure on the bring upwards brand. Will the same apply to the beer construct ?
Branding literature advise that the failure of a construct extension volition touching on the bring upwards construct exclusively if at that topographic point is a rigid perceived represent or similarity betwixt the extension in addition to the bring upwards brand.The harm to the bring upwards construct is to a greater extent than if the extension is inwards the like category. In the illustration of Kingfisher, the similarity is exclusively inwards the positioning in addition to the categories are poles apart - 1 is potable in addition to other is a service. Another illustration of the harm to bring upwards construct occurs when at that topographic point is similarity inwards the client groups that role the extension. Generally literature suggests that bring upwards brands are non much affected past times the extensions' failures. ( Reference : Brands in addition to Branding : Research in addition to hereafter implications, Lehmann & Keller,2006, Marketing Science)
So it tin forcefulness out live safely argued that the equity of Kingfisher beer volition non live much affected past times airline's failure. Further , the absence of competition, the ban on advertising volition attention the beer construct in addition to competitors cannot accept payoff of the electrical current issue.
The extension - Kingfisher Airlines is going to induce got a tough fourth dimension getting dorsum the credibility of the consumers if it survives the electrical current crisis. Consumers induce got a brusque retention in addition to Kingfisher Airlines tin forcefulness out honor solace inwards that.
Related brand
Kingfisher : The King of Good Times
So it tin forcefulness out live safely argued that the equity of Kingfisher beer volition non live much affected past times airline's failure. Further , the absence of competition, the ban on advertising volition attention the beer construct in addition to competitors cannot accept payoff of the electrical current issue.
The extension - Kingfisher Airlines is going to induce got a tough fourth dimension getting dorsum the credibility of the consumers if it survives the electrical current crisis. Consumers induce got a brusque retention in addition to Kingfisher Airlines tin forcefulness out honor solace inwards that.
Related brand
Kingfisher : The King of Good Times
