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.

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Shape the World Summit 2024 will be held on June 21st at Jewel Changi Airport, with a closing keynote by Mr. Lim Boon Heng, Chairman of Temasek Holdings.

This year’s summit will launch groundbreaking initiatives such as AgriCORE for regenerative agriculture, DialogueCORE for inclusion resilience, and FamilyCORE for family-led foundation impacts.

The event concludes with a gala dinner marking Consulus’ 20th anniversary and the book launch of Creative Change: Becoming Changemakers and Seeing the Heart of Lasting Change by Lawrence Chong.

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