the Scoot-Away

Brand Salience

Moderate

 

There is moderate brand salience of Scoot when measured from various aspects of depth and breadth of consumers’ awareness of Scoot. Depth awareness is moderate, where Scoot an unaided recall sees Scoot at lower tier than the more popular JetStar airline. However, aided recall is good as respondents were able to recognize the Scoot logo even without its name or slogan. There are still limited purchase situations in which Scoot comes to mind, for many consumers select an airline only when it fits into their idiosyncratic factors of flight timings and price promotion (which are ad-hoc and variable), factors that no single budget airline can clearly claim as their own. There is, however, a surprisingly good breadth of awareness when compared to more established peers.

 

 

Brand Imagery

High

 

There is a general consensus of a positive brand response towards Scoot. Using the three dimensions of its brand image – strength, favourability and uniqueness, we see that Scoot scores well in all three dimensions. Tangible brand associations include a hip energetic personality. Scoot’s flight quality is seen as premium within the budget category, but backed by good service. We note that on the aspect of favourability there is still room for improvement, for Scoot’s social media offerings and attempts at cheeky advertising are not as well-received as initially conceived. To build active brand loyalty, there needs to be more authenticity in its outgoing personality, instead of one that tries too hard for attention.

 

 

Brand Performance 

Premium & quality within the budget segment

 

While Scoot prices are not necessarily the lowest among the competition, there is perception of it being value-for-money, largely due to the comfort of the Boeing 787 models acquired from its parent company Singapore Airlines. Respondents are quick to cite the spacious legroom and decent service as attributes positively unique to Scoot. The backing of Singapore Airlines its positive associations with flights from a Singaporean airline helps convey a strong notion that Scoot is a safe carrier, an attribute that consumers also highly desire even in budget airlines. But an area where Scoot can fare better in is increasing its network of destination routes, an area which it still behind more established competitors such as AirAsia X.

 

 

Brand Judgment

Justified price premium, but trying too hard

 

Consumers feel the price premium (in occasions where it arises) is justified because of the spacious legroom and comfort of the Boeing 787 carrier, as well as decent service standards and safety measures taken by Scoot. Yet one area that remains a disconnect, which may affect the credibility of the brand imagery is that the brand at times ‘goes over the top’, and relies on marketing inappropriate material. Respondents in the focus group perceived Scoot to hold personality of a young and hip teen.

 

 

Brand Feelings

Fun and Excitement

 

Scoot evokes feelings of fun and excitement to its consumers, yet the degree to which it is unanimously authentic and credible remains a question. Conservative Singaporean mindsets are at play, wherein the there is a tendency to desire a more toned down informality of the Scoot brand. Thus, at present, associations are mixed. Nevertheless, the dominant colour of yellow grabs attention and conveys energy, making the brand noticed.

 

 

Brand Resonance

Low

 

Scoot face low attitudinal attachment and behavioral loyalty among the budget travellers – reflecting low brand loyalty. Moving forward, it should be noted that Scoot needs to build a group of loyal Scooters, which are passionately brand loyal to what the brand stands for.