According to the article, Emirates, an airline company, repositioned itself as “globalistas”, followed by a marketing campaign “Hello Tomorrow”. Making a new marketing campaign and a slogan can be viewed as one of the most efficient way of doing brand positioning as in my opinion, it is very direct and can reach to consumers all around the world easily and fast.

So how will Emirates’s new brand positioning function? Due to the discussion we had in class, there are some principles that the company should follow while repositioning itself. First, the company should make itself NO.1 in a new area rather than try to change consumers’ current perceptions about the existing area. This is what Emirates is trying to do. In addition to the common area evaluating airlines such as safety, punctuation, comfortability, Emirates creates a new aspect: diversity and communication. Emirates claimed that traveling internationally would enable you to embrace different culture and experience the unfamiliar, which is exactly Emirates’ target audience (well-travalers) is seeking. Secondly, what matters a lot in brand positioning is POD (Point of Difference). POD is the points that differentiate the brand with other competitors or rivalries. For Emirates, it is trying to create more routes and more different destinations which matches what its marketing campaign. As it is mentioned in the article, Boston Consulting Group estimates that Emirates will become the largest airline company by 2013. Personally, I think this is possible. Because from the new marketing campaign, I can somewhat see Emirates’s attempt to attract more customers and ambition to grow.

See the link below to read the article:

http://www.marketingweek.co.uk/news/emirates-introduces-new-brand-positioning/4000869.article