Title

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

Copyright Owner and License

McGraw-Hill