Wednesday, November 13, 2024 Hawaiian Airlines Dominates U.S. Airline Branding with Distinctive Recognition and Consumer Appeal Hawaiian Airlines has been recognized for having the most distinctive airline branding in the United States, according to a recent study by Distinctive BAT.
This research surveyed over 1,000 international travelers to assess the recognition and attribution of various airline logos, brand elements, and aircraft designs. The study highlights the importance of brand distinctiveness in helping airlines stand out during key moments such as the booking process and at the point of purchase. The study used the BAT (Brand Asset Tracking) score, which combines asset recognition and brand attribution, while deducting for misattribution, to assess the strength of airline brands.
Hawaiian Airlines earned the highest BAT score, achieving 123 out of 200, reflecting high brand recognition and low misattribution, making it the standout performer among 18 airlines tested. Hawaiian Airlines stood apart with its unique and cohesive branding elements, such as its logo and the iconic Pualani (Flower of the Sky) symbol, which directly connects to the Hawaiian islands. This recognition positions Hawaiian Airlines as a leader in the U.
S. market, where its brand assets are consistently applied across touchpoints, helping to foster both brand awareness and customer loyalty. Top Airline Brand Performers Among the airlines tested, Hawaiian Airlines outperformed other major carri.
