## Hawaiian Airlines Soars to the Top: Leading U.S. Airline Branding with Distinctive Recognition
In a recent study by Distinctive BAT, Hawaiian Airlines has emerged as the undisputed champion of airline branding in the United States. This accolade comes after a comprehensive survey of over 1,000 international travelers, who were tasked with assessing the recognition and attribution of various airline logos, brand elements, and aircraft designs. The study, which focused on the crucial role of brand distinctiveness in helping airlines stand out during key moments like the booking process and at the point of purchase, used the BAT (Brand Asset Tracking) score to measure brand strength.
The BAT score combines asset recognition and brand attribution, while deducting for misattribution. Hawaiian Airlines soared to the top with a score of 123 out of 200, demonstrating remarkable brand recognition and minimal misattribution, placing it head and shoulders above the other 18 airlines tested.
What sets Hawaiian Airlines apart? It’s their unique and cohesive branding elements, such as their instantly recognizable logo and the iconic Pualani (Flower of the Sky) symbol, which directly connects to the Hawaiian islands. This visual connection fosters a sense of belonging and evokes a feeling of escape and relaxation, appealing to travelers seeking an authentic Hawaiian experience.
The study also highlights the importance of consistent brand application across various platforms. Hawaiian Airlines has successfully integrated its distinctive branding elements across all touchpoints, from their website and social media to their airport check-in counters and onboard experience. This consistent approach has created a cohesive and memorable brand identity, solidifying their position as a leader in the U.S. market.
## Other Top Performers and Branding Challenges
While Hawaiian Airlines dominated the rankings, other major carriers like Delta Air Lines (score of 116) and Southwest Airlines (score of 109) also performed well. However, airlines like JetBlue and Air France, which scored significantly lower, faced challenges in distinctiveness and misattribution, impacting their overall brand recognition.
The study also sheds light on the international branding landscape. While Air Canada’s iconic maple leaf symbol and Aer Lingus’s use of the shamrock both achieved high recognition scores, some international airlines, including Turkish Airlines and British Airways, struggled to maintain distinct brand identities. Misattribution was prevalent, with respondents confusing these airlines’ branding with that of competitors, highlighting the difficulties certain carriers face in creating a clear and memorable visual identity.
## Beyond Airlines: The Importance of Branding in Tourism
The study’s findings extend beyond the airline industry, offering valuable insights into the broader tourism branding landscape. The strong performance of national symbols like the maple leaf and shamrock in both airline and tourism branding demonstrates the powerful connection between these two sectors. Airlines can leverage national symbols to reinforce tourism branding efforts and increase consumer engagement across different sectors.
## The Takeaway: Distinctive Branding Fuels Success
Hawaiian Airlines’ success in branding is a testament to the power of consistent and distinctive brand assets in fostering customer loyalty and brand recognition. In an increasingly competitive market, airlines must prioritize developing a clear and memorable brand identity to stand out and attract travelers seeking authentic experiences. As the airline industry continues to evolve, the importance of distinctive, cohesive branding will only become more critical for airlines seeking to achieve success and differentiation.
