Have low cost carriers, along with the rest of the airline industry, tossed the idea of brand building onto the scrapheap of history? Or, has the concept of branding evolved with the growth of the low cost carrier sector?

To answer these questions, IdeaWorks, in cooperation with airline conference organizer Terrapinn, recently distributed a survey on the topic of branding to airline executives all over the globe.

The survey was distributed online and attracted participation by over 140 airline managers. It was prepared in anticipation of the World Low Cost Airlines Congress to be held in London on September 17-19, 2007.

Here is a sampling of observations from the analysis:

• 59% of respondents indicate branding is well defined for their airline, and is a part of the travel experience.



• 49% believe the brand strength of an airline can attract passengers from another airline, even if the ticket is more expensive.



• Only 9% said lowest price always wins regardless of brand strength.

Representatives from more than 110 airlines will gather in London, making it the largest event designed for the low cost airline sector. Jay Sorensen, president of IdeaWorks, will lead a panel of airline executives in a debate on the topic of branding initiatives. Joining Mr. Sorensen on the panel will be Brett Godfrey (CEO of Virgin Blue), Paul Simmons (Head of Brand Marketing for easyJet), and Andrea Spiegel (VP of Marketing at JetBlue).

To see the full analysis please click here