BUILDING BRAND ARCHITECTURE: BOEING vs.
AIRBUS
INTRODUCTION
This report is all about building and analysing the brand architecture of two largest
aircraft manufacturing brands in the aviation industry i.e. Boeing and Airbus. These
two brands are chosen as they are the most competing and leading ones in aviation
industry with varying brand personalities. In terms of market share both Boeing and
Airbus holds approximately 99% of the commercial aircraft market worldwide. The
goal of this report is about learning and analysing the two similar product brands
having kind of duopoly market strategies in spite of different brand architectures.
BRAND ARCHITECTURE
BRAND ARCHITECTURE (BOEING)
Brand Core/Essence - "Connect, Protect, Explore and
Inspire"
Brand Personality - Dignified,Reliable,Versatile,Successful
Emotional Benefits - Trustworthy,Control,Dependable
Product Benefits - High Performance,Better manual
control,Realistic approach
Classic control(Yokes),Pointing front,End
stabalisers,Greater pilot control
BRAND ARCHITECTURE (AIRBUS)
Brand Core/Essence - "We Make It Fly"
Brand Personality -
Intelligent,Revolutionary,Smart,Quick-witted
Emotional Benefits -
Advanced,Deliverance,Prerogative, Modern
Product Benefits - Roomier seats(space),Auto
mechanical system,Comfort
Product Attributes - Advanced
control(Joystics),Round front,Automated
auxiallary control,Large Capacity
BRAND COMPARISON
Evidently these two brands i.e. Boeing and Airbus are the top-notchers in aviation
industry in terms of aircraft manufacturing and servicing. However, each has
features that appeal to specific customers or requirements. Their design
philosophies are quite different with respect to automation and pilot interface.
Boeing believes that the pilot has the final say and automation, which can be
turned off whereas Airbus believes automation is the correct way to control every
aspect of flight, with pilots programming the flight computers. Airbus has locked
up the bottom section i.e. the narrow body section with its A320 family while
Boeing always plays catching up in that area. The top half is where Boeing rules.
Boeing offers better widebody products (with a better spread of capacity (787,
777 and the747).
The competition between Boeing and Airbus has been characterised as
a duopoly in the commercial aircraft market. Although Boeing has an edge in
terms of revenue due to it’s highly demanded military aircrafts and equipment.
Thus, both the brands make out the best from their resources to get out the
maximum revenues at their ends to achieve the company’s goals.
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BRAND VALUE
Airbus Boeing
Revenue (2019) –USD $75.2Billion $76.6 Billion
Revenue (2018) – USD $71 Billion $101 Billion
The commercial aircraft market, which is a major revenue driver for aerospace
companies, is fully dominated by Boeing and Airbus, which together holds 99%
market share. Airbus has, however, slowly eaten into Boeing’s pie of the large
commercial aircraft market by scaling-up quickly in a booming aviation market.
According to ‘Brand Finance’ Boeing still tops in world’s most valuable aerospace
brand at $32bn while Airbus is the second-most valuable brand at $13bn.
SOURCES CONSULTED
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As referenced in the footnotes.
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