The Alignment between Corporate Culture and Branding in the Airline Industry
This paper explores the connect (or disconnect) between internal corporate culture and external branding in the airline industry. Five top carriers in the US airline industry are analyzed: Alaska Airlines, American Airlines, Delta Air Lines, Southwest Airlines, and Spirit Airlines. Secondary research provided insight into culture and branding, their alignment, and the airline industry. Primary research included surveying customers and to determine customer perception of certain airline cultural values based on customer knowledge and interaction with the company. It is determined that four of the five airlines studied are aligning culture and brand (all except for Spirit Airlines). In general, there are differences between the perceptions of males and females and customers and non-customers, while there is not a significant difference in perceptions between frequent and non-frequent flyers.