Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

ZIPAIR, a low-cost airline operating from Japan, had designed its logo to encapsulate the airline's attitude, which was to infinitely pursue those services that met the needs of its passengers. However, an unlikely event in another part of the world had made people question the airline's logo as a symbol of support for Russia's invasion of Ukraine in February of 2022. Due to this, the airline decided to change its livery to avoid future complications in the highly competitive international airline industry, where the planes would traverse across multiple nations. However, the airline was yet to convince many experts that it was taking a correct decision by changing it livery and this change would not have any adverse impact on its brand imagery.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 2022.

Geographical setting

Region:
Asia
Countries:
Japan; Russia; Ukraine
Location:
Tokyo

Featured company

ZIPAIR Tokyo Inc
Employees:
201-500
Type:
Privately held
Industry:
Airlines

Featured protagonist

  • Shingo Nishida (male), President

About

Abstract

ZIPAIR, a low-cost airline operating from Japan, had designed its logo to encapsulate the airline's attitude, which was to infinitely pursue those services that met the needs of its passengers. However, an unlikely event in another part of the world had made people question the airline's logo as a symbol of support for Russia's invasion of Ukraine in February of 2022. Due to this, the airline decided to change its livery to avoid future complications in the highly competitive international airline industry, where the planes would traverse across multiple nations. However, the airline was yet to convince many experts that it was taking a correct decision by changing it livery and this change would not have any adverse impact on its brand imagery.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2022.

Geographical setting

Region:
Asia
Countries:
Japan; Russia; Ukraine
Location:
Tokyo

Featured company

ZIPAIR Tokyo Inc
Employees:
201-500
Type:
Privately held
Industry:
Airlines

Featured protagonist

  • Shingo Nishida (male), President

Related