Skyteam10001
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AF/KL Doing Online Survey On Unified Brand

Tue Nov 14, 2006 8:07 am

Just filled an online questionnaire sent to me as a Flying Blue member.

Most of the questions had to do with travel between the US and Europe and the different airlines one would choose for that, but at the end of the survey, a few questions were about the possibility of merging the Air France and KLM brands into just one brand. Quote from the questionnaire :

"Imagine in the near future the Air France and KLM brands would be integrated in one single brand (which means that all products and services will be combined, at the airport, on board, in the contact with the call centers, in the communication, etc).

Taking into account everything you look for in an airline, what would be your opinion of this joint Air France KLM brand? Please rate it on a 10 point scale where '10' means you think it's perfect and '1' means you think it's terrible."

I find it extremely interesting that they would already think of marketing the 2 airlines under the unified Air France KLM brand !

Comments appreciated.

A.

(title edited for typos)

[Edited 2006-11-14 00:08:18]
 
goldorak
Posts: 1353
Joined: Sat Sep 09, 2006 5:29 am

AF/KL Doing Online Survey On Unified Brand

Tue Nov 14, 2006 8:17 am

interesting. Thanks for your post. I didn't receive anything so may be it's reserved for US members. Did they ask questions like "if the 2 brands are merged, which one (AF or KL) of the following would you like to become the standard for the new combined brand :
- food
- IFE
- A/C config and type of seats
..." ?
 
Skyteam10001
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Posts: 132
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AF/KL Doing Online Survey On Unified Brand

Tue Nov 14, 2006 3:34 pm

Not exactly but there was a question very close to what you are asking : on all these criterias (the criterias being food, IFE, FAs uniforms, ground services, etc...) a unified brand would be
a) an improvement vs the existing AF brand
b) acceptable vs the existing AF brand
c) the same as the existing AF brand
d) not an improvement vs the existing AF brand

I don't remember the exact wording but you get the idea.

A.
 
mindscape
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AF/KL Doing Online Survey On Unified Brand

Wed Nov 15, 2006 2:02 am

Hello Skyteam 10001,

Have you noticed that some of the questions were also related on how AK-KL customers see AZ ?
It was weird and interesting to see that in the questionnaire. There were a bunch of questions asking for rating AF, then same questions rating KL, but then surprise same questions rating AZ !!!!
 
jouy31
Posts: 305
Joined: Mon May 05, 2003 4:59 pm

AF/KL Doing Online Survey On Unified Brand

Wed Nov 15, 2006 6:03 am

I filled out the same questionnaire today. I did mention the fact that if LVMH can manage a large portfolio of (luxury) brands, AF/KL should also build on its brands instead of destroying value while trying to launch a new bland pseudo European brand.

[Edited 2006-11-14 22:03:51]
 
goldorak
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Joined: Sat Sep 09, 2006 5:29 am

AF/KL Doing Online Survey On Unified Brand

Wed Nov 15, 2006 6:21 am

just a question : how did you receive the questionaire : by e-mail with a link to a web site ?
 
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N328KF
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AF/KL Doing Online Survey On Unified Brand

Wed Nov 15, 2006 6:33 am

Quoting Jouy31 (Reply 4):
I filled out the same questionnaire today. I did mention the fact that if LVMH can manage a large portfolio of (luxury) brands, AF/KL should also build on its brands instead of destroying value while trying to launch a new bland pseudo European brand.

If they ditch both existing brands and come up with a made-up name (a la Cingular, Verizon, etc...) then I agree. However, if the new airline is simply 'Air France-KLM,' then how bad can that be? And they don't even have to have the airlines fully merged...they can simply operate in the same manner as TZ and US.
When they call the roll in the Senate, the Senators do not know whether to answer 'Present' or 'Not guilty.' -Theodore Roosevelt
 
jouy31
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AF/KL Doing Online Survey On Unified Brand

Wed Nov 15, 2006 7:27 am

Quoting Goldorak (Reply 5):
just a question : how did you receive the questionaire : by e-mail with a link to a web site ?

Yes, it was one of the regular FB@HOME questionnaire.
 
Skyteam10001
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AF/KL Doing Online Survey On Unified Brand

Wed Nov 15, 2006 4:31 pm

Mindscape, yes i did see that. It didn't strike me as weird because AZ was one of the airlines I had selected earlier in the questionnaire since I flew with them this year (I thought this was a logical result of my ticking the AZ box in the first few questions).

I can tell you that if ppl have answered like me on how they perceive the AZ brandm they'll have a pretty clear idea on whether they should buy it or not (from the consumers' POV obviously)...
 
mindscape
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RE: AF/KL Doing Online Survey On Unified Brand

Thu Nov 16, 2006 8:08 am

Quoting Skyteam10001 (Reply 8):
(I thought this was a logical result of my ticking the AZ box in the first few questions).

Well i didnt selected AZ in my carrier choice answers that is why i was surprised to see questions related to AZ, plus these are the same questions as for AF and KL regarding the perception that we have for each airline brand ... It looks like they try to sized AF-KL customers opinion on an eventual integration (take over?) of AZ... smoky smoky
 
workhorse
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RE: AF/KL Doing Online Survey On Unified Brand

Thu Nov 16, 2006 8:44 am

Hope they don't do that.

Having two distinct brands is an advantage, not a handicap. Some people prefer AF, others prefer KL. I know some people who wouldn't fly AF ever because "French are always on strike", and there's a lot of people (me included) who will always prefer to fly AF when price and schedule are comparable.

Merging two brands might cost them a loss of some customers, and will hardly bring new ones.
 
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PA110
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RE: AF/KL Doing Online Survey On Unified Brand

Thu Nov 16, 2006 10:22 am

This is a potential worry if AF takes the lead in branding. Here's a look at AF's past branding triumphs:

1. Reducing the French flag to a UPC barcode and instigating the "euro-white" look.
2. "Le Club" - AF's answer to BA's Club Class in the early 80's. Not exactly original!
3. "L'Espace 127" and "L'Espace 180" Oh yeah... that branding just rolls right off the tongue! Luckily it didn't last long, and was replaced by L'Espace Premiere and L'Espace Affaires.
4. Tempo - AF's economy class. But what does it mean?
5. Alizé - AF's name for a stripped-down business class aimed at holiday makers.

Don't get me wrong... I think AF runs circles around KLM in terms of service, but branding... it's just not their thing.

[Edited 2006-11-16 02:26:32]
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