So what do professionals think about the new look?
“Through this new design approach, they are probably trying to come across as a friendlier brand, with a stronger emphasis on customer service,” Lawrence Chong, CEO of Consulus said.
But a logo change alone is not enough. To ensure that it is not simply a case of hot air, the new brand needs to be able to leverage on working closely with the rest of the family of SIA to produce a more integrated offering.
The war in budget airlines industry is clearly heating up and it has now become a battle between holding companies and not just brands, so solo branding tactics alone can no longer suffice, Chong added.
Others echo Lawrence’s call for the companies to focus on more than just branding, with customer service strategy being a key point for Tigerair to note if it wants to succeed.