Branding is a critical element of the work of any company as it helps to generate a competitive advantage and remain more attractive for clients. It presupposes the three core competencies, such as packaging, pricing, and promotion, that help to create a positive image and make clients buy specific goods or services. Consideration of these core elements is fundamental for firms to improve their performance and acquire better results.
For Emirates Airlines, the maximisation of these core competencies can mean the achievement of better results in working with various populations. For instance, packaging directly influences the price, which means that reduction of the costs of packaging might help to make the overall price more attractive for clients and make the company’s positions in other segments of the market stronger. Moreover, packaging helps to promote the brand, and the new approach to it will contribute to the increased interest from the unaffected population groups, which is important for the company and its ability to continue its growth.