Customise Consent Preferences

We use cookies to help you navigate efficiently and perform certain functions. You will find detailed information about all cookies under each consent category below.

The cookies that are categorised as "Necessary" are stored on your browser as they are essential for enabling the basic functionalities of the site. ... 

Always Active

Necessary cookies are required to enable the basic features of this site, such as providing secure log-in or adjusting your consent preferences. These cookies do not store any personally identifiable data.

No cookies to display.

Functional cookies help perform certain functionalities like sharing the content of the website on social media platforms, collecting feedback, and other third-party features.

No cookies to display.

Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics such as the number of visitors, bounce rate, traffic source, etc.

No cookies to display.

Performance cookies are used to understand and analyse the key performance indexes of the website which helps in delivering a better user experience for the visitors.

No cookies to display.

Advertisement cookies are used to provide visitors with customised advertisements based on the pages you visited previously and to analyse the effectiveness of the ad campaigns.

No cookies to display.

Will Tiger Airway’s Rebrand Make a Difference?

Jun 7, 2013 | News & Updates, Press

‘Singapore – Tiger Airways is about to go through a major rebrand, beginning with dropping the tiger from its logo. Is this part of a larger strategy or just a marketing gimmick?

While details are still scant at this point, branding experts still say it is high time for a rebrand for Tiger.

Lawrence Chong, CEO of Consulus suggested this was much needed, following the entrance of budget carrier Scoot.

However, he emphasised the key aspect of the rebranding should be not just to get the business aligned but rather integrated.

He opines that the aim of the branding exercise should be an attempt to draw awareness. He also added that for parent SIA, integrating its multiple airlines could be a good differentiation strategy.

“The airline business is an extremely challenging and complex business. At the global level, big brands are merging and consolidating. And many are moving towards better integration of experiences. So the question is, when is the day I will be able to plan my journey and think of SIA as a group rather than seeking flights solutions in a silo manner like I have to now?” asked Chong.’

Read the full article on Marketing Magazine here.

Read next

Consulus and LID announce a new strategic partnership in London

Consulus and LID announce a new strategic partnership in London

Singapore & London – Consulus, a Global Creative Change firm, and LID Business Media, a leading international business publisher, today announced a new strategic partnership in London. This collaboration will see LID take over the leadership for Consulus Press,...