Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience
Publication Type
Book Chapter
Publication Date
1-2012
Abstract
This chapter examines the internal communication and training functions at Singapore Airlines -- one of the world's best international airlines -- and how they are used strategically to enable cabin crew and ground staff to live the company's corporate values and consistently deliver on its brand promise of being 'a great way to fly.' It shows that internal communication and training should be treated as the 'first frontier' in the battle for the customer: when it is founded on strong corporate values, internal communication and training can help transform key employees such as cabin crew into 'walking embodiments' of the core values, and key touch points into opportunities for fulfilling the brand promise.
Keywords
Singapore Airlines, brand promise, employee training, cabin crew
Discipline
Asian Studies | Business and Corporate Communications | Business Law, Public Responsibility, and Ethics
Research Areas
Organisational Behaviour and Human Resources
Publication
Winning Corporate Reputation Strategies: Lessons from Asia Pacific
Editor
Chong, Mark; Montesano, Jin
First Page
107
Last Page
125
ISBN
9780071327039
Publisher
McGraw-Hill
City or Country
Singapore
Citation
Chong, Mark. 2012. "Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience." In Winning Corporate Reputation Strategies: Lessons from Asia Pacific, edited by Mark Chong and Jin Montesano, 107-125. Singapore: McGraw-Hill.
Copyright Owner and License
McGraw-Hill