Toronto – Canada
Recently, while embarking on some travels through Southeast Asia, and a pleasant stop over in the Hong Kong airport, I got bored and then I got to thinking. As I wandered throughout the airport I realized how golden of an opportunity it is for aspiring and established brands to position themselves to a global audience. It is also where reinforcing brand image pays off, as I can attest from personal experience.
“Hmmmm, which international, aspiring brand should i buy??”
Placing your brand in an airport is a very strategic and logical step if your goal is to reach a jet-setting, impressionable demographic. Especially considering that it may be the first time that some people even see the brands in person.
I have even heard a story, where a Russian business man traveling outside of Russia for the first time since the fall of the Soviet Union, was so excited to purchase a Coke, because of everything that it symbolized – such as freedom and the American way of life. When he went to open it the tab popped off and he was left holding an un-openable can of Coke. But a man that survived the Soviet Union would not let a faulty tab stop him, he simply stabbed the top with a pen and guzzled the whole thing down. No problem. I’m sure that many others feel a similar way when they see certain brands. Can you remember the first time you saw and were able to hold Louis Vuitton, or Burberry?
Having a presence in international airports makes sense because you are able to position your brand as international and exclusive but also to reach a global audience. Even if it does not result in direct purchases it could even be considered a type of advertising. Since this strategy is undoubtedly quite expensive, it is not surprising that most “airport brands” are of the luxury variety.
Another point to consider is how a brand’s domestic advertising can pay off at an airport. This I speak form personal experience. I myself was seduced by McDonalds. Yes it’s sad, and I am slightly ashamed, especially since I consider myself quite an adventurous eater. Nonetheless I can justify my experience as an experiment.
The thing about McDonalds is consistency. It prides itself on the same level of service, and taste no matter where you are in the world. This is definitely true. At a time when I was travelling and in need of nourishment that I knew was reliable and tasty, I knew exactly what I would get by going to McDonalds. So while McDonalds does adjust to national flavours its overall global mass appeal does have its benefits. I was pretty happy until a big glob of grease popped onto my face from my McChicken, enthusiasm did not ensue.
Besides the actual thrill of being at an airport because you are traveling, its always interesting to take a look around and see the brands that are making a push, that are aspiring to position themselves as international to a global audience.
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