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
Intuitively, a process and strategy section in the website explains how Lippincott came up with the idea to use a symbol that connected with their customers. From his research on the good symbols and their barriers, he settled on the heart that has been traditionally used to symbolize connection and care. For Lippincott, using the heart was a way to communicate with customers and make them understand and feel safe because they are traveling under an airline that cares. As at 2014, the emblem was announced which further proved that the company stuck to its goals because, during the initiation of the airline, the sole purpose was to treat people with the dignity they deserve which is precisely what they were doing when introducing the heart emblem.
[326 Words]
