AirportBranding.docVIP

Airport Branding From an historical point of view all that the consumer has had as a sign of a product, was its logo. If you were a large global manufacturer of products then you used advertising to push that logo whether it was television or magazines. This is really how the majority of products have become embedded in the consumers mind long after any sales message was forgotten. It is after all a very simple device for anybody to remember. 机场的商业标识 从长远来看，消费者所能记住的产品象征，只有其商品标识。一个大型的全球性的生产厂家会利用电视或是杂志广告来强化自己的产品标识。大多数的产品正是通过这些标识才被消费者牢牢记住的，即使人们早已忘记了它们的广告语言。毕竟，这是一种让人人都能记住的简单的方式。 The travel industry has actually been rather good at logo awareness due in part to the very nature of travel itself in that it is international.?In the UK most plane travellers can still remember the typeface of B.O.A.C even if they never knew what it stood for.?The same can be said for the U.S.A – TWA is a good example, but while airlines set about transferring the logo into a more thought-out branding message to its passengers’ airports, where the whole business starts have not.? 可能由于旅游本身的性质是跨国际的，实际上，旅游界一直都有着较强的商标意识。在英国，大多数的乘飞机旅行者即使并不知道B.O.A.C代表什么，但仍然能记住它的字体外观。在美国，情形也一样，TWA就是一个很好的例子。但是，虽然航空公司开始将其标识转化成一句更为凝练的强化标识的语言，从而传递给乘客，而作为生意起点的机场，却仍未做到这点。 While airports themselves did not have to compete with other airports they increasingly have to attract the passenger commercially once he or she is there and this is where the process in the main fails.? The horrifying aspect of this is that over 50% of travellers in some airports still spend next to nothing prior to boarding the plane.?This is despite a plethora of shops, bars and restaurants all within the same area.?If this equation is to be believed there quite plainly leaves a lot of work to be done. 虽然机场自身不必与其他机场竞争，但如今，乘客一经出现在机场，机场越来越需要吸引他们的消费，而这正是大多数程序忽略的地方。 发人深省的是，在一些机场，有超过50％的乘客登机前几乎没有任何消费。即便在同一区域聚集了大量的店铺、酒吧和餐馆，情况仍是这样。如果认为这可以等同的话，那显然，要做的工作就太多了。 In order to have a cohesive airport-branding programme it is important to understand what an airport