Brands & Branding and Private Labels Case Study

Japan Airlines Corporation: Brand Building Strategies

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Abstract:
Established after the Second World War, Japan Airlines evolved into Japan's leading air carrier in a highly regulated environment. After liberalisation of the Japanese airlines industry in 1987, Japan Airlines suffered losses due to a tough business environment and inherent inefficiencies. Its merger with Japan Air System created Japan Airlines Corporation (JAL), which became one of the world's leading air carriers. However, in 2005 a series of safety lapses in JAL planes severely damaged customer confidence in the airline and the company received a first-ever operational improvement order from Japan's Transport Ministry.

Pedagogical Objectives:

• To highlight the formation and growth of JAL against the backdrop of the Japanese airlines industry
• To discuss its brand building strategies to win back customer confidence.

Keywords : Japan Airlines; Japan Airlines Corporation; Japan Air System; All Nippon Airways; Toshiyuki Shinmachi; Japanese airlines industry; Managing in Troubled Times Case Study; Civil Aviation Law; Japan Airlines Company Limited Law; Brand building strategies; Building customer confidence; Deregulation liberalisation; Brand image; Ministry of Land, Infrastructure and Transport