Subject category:
Marketing
Originally published in:
2022
Version: 19-Sep-2022
Length: 9 pages
Data source: Published sources
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