Brand Audit of PIA, By Measuring Brand Awareness, Brand Image, Brand Equity, Brand Value

Abstract

A brand audit provides an analysis of an organization’s brand and its brand management and marketing effectiveness. It assesses a brand’s strengths, weaknesses, opportunities, and threats. It identifies brand growth opportunities including those achieved by brand repositioning and brand extension. PIA has been around for a long time, it is known as the country’s pride. We wanted to see why PIA being such a prestigious brand is doing so badly, why people rate it lower than other airlines. For this reason we conduct an external Brand Audit, which explained to us many things and pin pointed what is wrong with their processes. We measured the elements such as Brand Awareness, Brand Image, Brand value, Brand Equity. Three of the elements were modelled by us and the fourth element of Brand Value was applied of (SHAFER model). As there was no availability of financial data, we had to confine our self to (SHAFER’s Model). In the end we recommended what things have basically gone wrong and what aspects PIA should work on to maximize its profits and give the brand a new face and step up to competitors. Because as we realized by conducting this Audit was that airline industry in Pakistan is very much open and opportunities are available in the market to excel and skim the market.