Marketing

After reading the Southwest Airlines Case in your text, address the following:

The case demonstrates how Southwest Airlines created a “new, impactful look” for its brand. Importantly, the case says that Southwest capitalized on the heart as the brand identity’s “emotional punctuation.” Go to southwest.com and take a look around. Southwest still uses the heart symbolism in its “Southwest Citizenship” page (find it at the bottom of the home page). Using the “Website” section of the textbook (pages 170-1), evaluate the Southwest site from the perspective of the “Website Basics” section at the top of page 171.

Keeping a “level playing field” for all, your journal entry must be between 300 and 400 words in length. Please plan your response before writing your submission.

Answer preview

Southwest Airlines have a purpose to serve based on the emblem that introduces them to their website that they are a customer service company that happens to fly planes. Such a statement implies that their sole purpose is first to ensure maximal customer satisfaction and then think of other operations. Their approach can, therefore, be attributed to the rank they have received of being the largest low-cost carrier in the world with about an annual presence of 100 million customers with 45000 employees ready to serve them. A traditional mark that has always been associated with Southwest airlines is the heart emblem that sits at their trademark…

 

(300 words)