Flying Dutchman vs. Flying Chef: How National Cultures Shape the Brand Positioning of Flagship Carriers? The Cases of Royal Dutch Airlines and Turkish Airlines

@inproceedings{Erguven2015FlyingDV,
  title={Flying Dutchman vs. Flying Chef: How National Cultures Shape the Brand Positioning of Flagship Carriers? The Cases of Royal Dutch Airlines and Turkish Airlines},
  author={Mehmet Sinan Erguven},
  year={2015}
}
A flagship carrier company is important for the country?s prestige and it is a channel to communicate about the national culture. Companies use the elements of the culture to create ?the story? of their marketing communication plan. Today Royal Dutch Airlines (KLM) is positioning the brand on the concept ?surprising?, while Turkish Airlines (THY) prefers ?the perfect gastronomic experience? with the celebrity endorsement format. This study is trying to identify the reasons of these choices… CONTINUE READING

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