the Scoot-Away
Stage 3: Role of Brand
Interbrand’s Role of Brand Index (RBI) measures the portion of the decision to purchase that is attributable to the brand. It measures the brand influence on customer demand at point of purchase, compared to similar products that are unbranded. In this stage, future brand earnings are determined by multiplying the projected future earnings from Stage 2 and each segment’s respective RBI.
Young – 80
This segment is brand loyal to Scoot, adopting the same zest for life and spontaneity advocated by Scootitude. As these consumers trust that Scoot will continue to be a trailblazer with good service and a fun travel experience, we determined a score of 80.
Young at Heart – 70
This segment is likewise loyal to Scoot, buying into Scoot’s “Now Scoot. And Scoot often” travel philosophy. These consumers, though older, seek the thrill of spontaneous travel. Although less easily taken by Scoot’s irreverence, they nevertheless identify with Scoot’s approach. They value the comfortable seats, the good service, as well as the notion of travelling on a whim. We determine a score of 70.
Value Seekers - 30
This segment is not brand loyal, but instead select carriers based on convenience and whether a specific trip or deal is worth their amount paid. Some consumers look in terms of lowest absolute dollars, whereas others take into account other factors. Nevertheless, the familiarity of a brand is still a factor in the decision making process (the likelihood of frequenting a brand known and trusted, though to a limited extent). Parts of their choices will be based on Scoot's unique service propositions; as seen from the perspective of a 'premium' budget airline, if consumers deem marginal dollar worth the better legroom or premium in-flight entertainment, they will still be influenced by the Scoot brand name. We thus estimate an RBI of 30.
