Leveraging Cultural Branding for Competitive Advantage - A Proposal for Korean Air’s Branding Strategy -

Abstract

Background This paper examines a new strategic branding opportunity for Korean Air to gain a competitive edge in the aviation industry by establishing a distinctive brand identity. While Korean Air’s recent rebrand attempts to foster a brand image with luxurious hospitality service by shifting to an overall modern aesthetic, Korean Air overlooks the opportunity to leverage Korean cultural elements in its brand as South Korea’s flagship carrier. Hence, this study aims to propose strategic ways for Korean Air to incorporate traditional Korean cultural elements into its brand touchpoints, thereby solidifying its brand identity. Methods By utilizing both qualitative and quantitative methodologies, the research first analyses the current public perception of Korean Air’s rebrand and the level of importance of brand touchpoints in reflecting the Korean cultural identity through an online survey, alongside an in-depth case study. Result To investigate how globally renowned airlines with strong branding– Singapore Airlines, Emirates, and Turkish Airlines, it leveraged traditional cultural elements into key brand touchpoints. Conclusion By synthesising insights from the online survey and in-depth case study, this paper ultimately proposes how Korean Air can benefit more from cultivating cultural branding to enhance brand identity in the market and further resonate with current and potential passengers as Korea’s flagship carrier.