Brand Strategy
BRAND AUDIT (JET STAR)
Assignment 1
FATIMA ALKHALIL
S3719480
Brands in today’s market are always competing between each other and trying to be the best within the
market to make the most profit. However, the success of those brands depends on many factors that
play a major act in a brands success. In this analysis the brand Jet star airlines will be analysed, a CBBE
analysis of the brand, its strengths, and weaknesses as well as opportunities and threats will be
discussed. Brands that provide similar services such as airlines will always be competing and looking
for ways to be unique and attract the most customers they can and develop their services.
Introduction
Jet star airlines was established by Qantas , it is an Australian airline that is well known for its low fares
(Jetstar, n.d.) . Jetstar provides cheap airfares and not many luxuries to their customers ,however they
are known for offering a high-quality flight experience with a lower price. Competition between cheap
airfare airlines is high now and was high when jet star first launched. Other airlines were trying to
provide inexpensive flights for example Virgin airlines competed with Jetstar in terms of airfares. Jet
star started by offering domestic flights within Australia and then in 2009 started offering flights to New
Zealand as a way to attract more customers (Seatmaestro, n.d.). Jetstar Asia is the main company within
the Jetstar line up with sister companies like Jetstar New Zealand, Jetstar Pacific, and Jetstar Japan.
Company Analysis
By operating a single passenger class within air transport industries , Jet Star airlines does not really
need an extreme training regime for its employees therefore no deep training is done which reduces
costs. The demand for cheaper airlines keeps increasing due to the contentious increase of passengers
who demand the lower prices. Back in 2004 Jetstar started out to be airlines that does domestic flights
in Australia , then Jetstar Asia was created to link Hong Kong and Singapore and lastly launched flights
internationally to New Zealand and the brand was renamed to Jetstar Pacific. As Jetstar was getting
more popular and demand was higher Qantas announced the launch of Jetstar Japan and Jetstar Hong
Kong. Jetstar is one of the best low fare airlines now and a contentious increase in profits shows the
brands success and development, due to customers satisfactions.
Customer Analysis CBBE
CBBE (Customer-Based Brand Equity) is a main factor for a brands success . CBBE simply means that
in order for a company to build a strong competitive brand, companies should understand how
customers think and feel about their services and products. Building exceptional experiences for
customers and leaving a positive mark in which they’ll end up wanting to come back and be loyal to
the brand as when brands build a relationship with their customers and when a strong brand equity is
built , consumers will always come back and they might also promote your brand to other consumers
which will lead to a bigger success of the brand. Travelling is one of the biggest entertainments for
people therefore people would try to find the best deals when travelling. Jet star focuses on being a
domestic low-cost airline; this is the company’s reputation and what attracts passengers to it and leads
to customer satisfaction. However low cost isn’t the only thing customers want but they’re looking for
quality as well and Jet star lacks this customer’s satisfaction as they get a lot of complaints in regard to
their service particularly their cabin crew services. Therefore, in order to build a greater CBBE , Jetstar
should understand their customers needs and understand how they feel about their services, then provide
everything that is needed. For example a customer would use Jetstar services and if they’re satisfied
they will use that service again and fly with Jetstar again and might also recommend Jetstar to their
friends and family brining more awareness to the brand and therefore more customers. In order to be
unique and attract more customers Jetstar was the first airline to allow their customers to select their
seats when booking flights. Also, Jetstar were the first airline to offer iPad’s for inflight entertainment
(Seatmaestro, n.d.). therefore, brands that offer unique services and value what their customers expect
and need will have high competition within the market and brands that don’t care about their customers
and just focus on making money will lose their value in time. Success for brands rely on keeping that
CBBE as the higher the customer satisfaction leads to satisfaction with the brand to more customers
which eventually leads to a higher profit and brad recognition.
Recommendations
Jetstar provides an average service ; it is true that they do provide low fare flights however the customers
still complained on some of those services provided. As some passengers complained about cabin crew
service being poor and unfriendly (Jiang,2013) , more training should be provided for cabin crew which
will lead to a more positive relationship between the customers and employees. The company should
really focus on this issue as it is a major concern for the reputation of Jet Star. Secondly, there have
been multiple complaints about the designs and interiors of some planes , the complainants stated some
planes were really dirty , old, and not what they would want to fly in. This is another major issue and
Jetstar should look into maintaining their image to their passengers by doing regular checks and
maintenance to their planes . Jetstar can also do service quality surveys in order to communicate better
with their customers and know what they need and what they dislike about their services and then collect
all the surveys and collect all the data in order to know how they can improve.
References

Jetstar. (2019). Jetstar Customer Service Plan.

Jetstar.(n.d.).Who we are. Retrieved from: https://www.Jetstar.com/au/en/careers/who-we-are

Jiang, H. (2013). Service quality of low-cost long-haul airlines – The case of Jetstar Airways
and AirAsia X.

Seat
Maestro.
(n.d.).
History
of
Jetstar
Airways.
Retrieved
https://www.seatmaestro.com/airlines-seating-maps/Jetstar-airways/history/
from: