Abstract
The aim of this study is to investigate the existing corporate identity and the potential of rebranding design of Rayani Air. Being the first Sharia-Compliant and a full service airline in Malaysia, Rayani Air frequently flies from Kuala Lumpur International Airport to Langkawi International Airport mainly to attract tourists to the resort island. Unfortunately, after several accidents and incidents, the airline company was suspended. This drawback has affected consumer’s trust especially on issue pertaining to security and safety in aviation industry. Through visual observation and content analysis of existing branding design, this study attempts to develop a new strategy for rebranding of Rayani Air. In this regard, corporate rebranding design of Rayani Air is necessary for restoring consumers’ trust and convincing stakeholders to invest in the company. We conclude that rebranding for failure organization is a crucial task and that special attention on the corporate image and design should be given the highest priority.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Budelmann K, Kim Y, Wozniak C (2010). Brand identity essentials: 100 principles for designing logos and building brands. Rockport Publishers Inc, p 60
Davis SM (2002). Brand asset management: how businesses can profit from the power of brand. J Consum Mark 19(4)
First Sharia-compliant airline, Rayani Air, launches in Malaysia. (2015, December 19). Guang Ming Daily
Keller K (2002) Strategic Brand Management, 2nd edn. Pearson Education, New Jersey
Kous JJ (2015, December 18). Malaysia’s first Syariah-compliant airline Rayani Air set to fly. The Star Online. Retrieved from http://www.thestar.com.my/news/nation/2015/12/18/malaysia-first-syariah-compliant-airline-rayani-air-set-to-fly/
Lim KY, Mohamed R, Ariffin A (2009) Branding an airline: a case study of Airasia. Malaysian J Media Stud 11(1):35–48
Lomax W, Mador M, Fitzhenry A (2002) Corporate branding: learning from experience. Kingston University, Kingston Business School
Oktadiana H, Pearce PL, Chon K (2016) Muslim travellers’ needs: What don’t we know? Tourism Manag Perspect 20:124–130
Rayani Air Bakal Lantik Mursyidul am PAS sebagai Penasihat. (2016, 3 January). The Malaysian Insider
Rayani Air Gantung Operasi. (2016, 9 April). The Star
Rayani Air halts operations after pilot strike. (2016, 9 April). The Malay Mail
Rayani Air suspension if services fail to improve. (2016, 28 March). New Straits Times
Riel CBV, Fombrun CJ (2007) Essentials of corporate communication: implementing practices for effective reputation management
Salleh MM, Wahid NA, Marimuthu M (2013) Corporate social responsibility to reflect organization’s corporate identity: a content analysis. J Econ Bus Manage 1(1)
Acknowledgements
The authors gratefully acknowledge the help of the Ministry of Higher Education (MOHE) in providing the Fundamental Research Grant Scheme (Project Number: FRGS/1/2015/SS03/UITM/02/7). The authors are also thankful to professionals, designers and Rayani Air’s staff with their cooperation during the informal interview to support the data collections.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Singapore Pte Ltd.
About this paper
Cite this paper
Bakar, A.S.A., Harun, A., Razak, M.R.A. (2019). Corporate Rebranding Design of Aviation Company in Malaysia: Case Study of Rayani Air. In: Mohamad Noor, M., Ahmad, B., Ismail, M., Hashim, H., Abdullah Baharum, M. (eds) Proceedings of the Regional Conference on Science, Technology and Social Sciences (RCSTSS 2016) . Springer, Singapore. https://doi.org/10.1007/978-981-13-0203-9_3
Download citation
DOI: https://doi.org/10.1007/978-981-13-0203-9_3
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-13-0202-2
Online ISBN: 978-981-13-0203-9
eBook Packages: Social SciencesSocial Sciences (R0)