According to Katherine So’s post, Groupe Aeroplan changes its name to Aimia. Aeroplan is a loyalty management company owned by Air Canada. Therefore, it often causes confusion between its program and its corporate association with Air Canada. By doing so, the company tends to expand its target market globally and reposition itself in consumer’s mind. The program wants to establish a more memorable name and become internationally recognized.
Repositioning is an effective brand-building process and a marketing strategy we have discussed in class. I agree with Katherine’s point that “brands should be clear and explicit”. A name is the most important factor affecting consumers’ perception. The company explains that Aimia alludes to pinpoint precision- a “sweet spot” where two aims cross over. It quickly displays to the consumers that its service will stay closely to its “aims”, loyalty related objectives. The company also convinces consumers to consider its program in a different way. The change of its name creates long term influence that it will heighten the brand’s visibility and increase sales. While announcing its intention to expand the business worldwide, it attracts people’s attention and thus brings more opportunities to the company.
