Book 01 Research and Strategy by Yanqiu Du

The New Journy Research and Strategy

01 02

BRAND HISTORY Brand Introduction / 08 Timeline / 10

NEW VERSION New Brand Soul / 14 The Brand Discription / 16 The Mission Statement / 18 Rebranding Objective / 22 The Brand Grid / 24

03 04

PERSONAS Inside of Spectrum / 28 Outside of Spectrum / 34

COMPETITORS Current Competitors / 40 Adjacent Competitors / 42 Aspirational Competitors / 44

INTRODUCTION This book is the phase one of the rebranding projects, and it combines all of the information about researching. There are four chapters, and they are Origin Brand History, New Vision, Personas, and Competitors.

BRAND HISTORY

This chapter is to show the history of the original brandâ&#x20AC;&#x201D;Panam, and the audiences can read the valuable information from a Panam timeline.

Brand History Chapter 01

BRAND INTRODUCTION Known from its founding until 1950 as Pan American Airways and commonly known as Panam, was the principal and largest international air carrier in the United States from 1927 until its collapse on December 4, 1991. Founded in 1927 as a scheduled air mail and passenger service operating between Key West, Florida, and Havana, Cuba, the airline became a major company credited with many innovations that shaped the international airline industry, including the widespread use of jet aircraft, jumbo jets, and computerized reservation systems. It was also a founding member of the International Air Transport Association (iata), the global airline industry association. Identified by its blue globe logo ("The Blue Meatball"), the use of the word "Clipper" in aircraft names and call signs, and the white pilot uniform caps, the airline was a cultural icon of the 20th century. In an era dominated by flag carriers that were wholly or majority government-owned, it was also the unofficial overseas flag carrier of the United States. During most of the jet era, Panam's flagship terminal was the Worldport located at John F. Kennedy International Airport in New York City.

Brand History

1927

First U.S. airline to operate permanent international air service. First U.S. airline to operate land aircraft over water on a regular schedule.

1932 1942

First airline to sell all-expense international air tour packages.

Chapter 01

TIMELINE

First airline to complete a round-the-world flight. First airline to fly internationally with all-cargo aircraft.

1947 1962

First airline to operate a scheduled round-the-world service.

1967

First airline to make a fully automatic approach and landing in scheduled service.

1978 1991

One of the first airlines to introduce a new class of service for business and full-fare economy passengers, called Pan American Airways' "Clipper Class."

1997

In early 1997, Pan American Airways reopened its doors and began providing services out of Miami, Florida

1998

Pan American Airways had to shut their doors as they were unable to pay their creditors 1998.

First airline to develop a global computer reservations system, named panamac.

Pan American Airways ended in bankruptcy in December 1991.

NEW VERSION

This chapter is to show how to looking for a new brand soul for Panam, and the audience can understand what this new brand focusing is.

The Soul

Chapter 01

NEW BRAND SOUL Culture exchange is a good idea for the new Panam, because the old brand Pan American Airways was an international airline company, it carried people to go to every corner of the world. Therefore, the new brand focuses on helping people explore the new culture.

To helps people exploring the new culture.

New Version

Chapter 02

THE BRAND DISCRIPTION Panam focuses on culture exchange; it helps people discovering the new culture because they like to know new things, and they like to explore the new culture.

New Version

Chapter 02

New Version Chapter 02

MISSION STATEMENT We live in a multiple culture world; the different country has a different culture, and people want to know the new cultures. Therefore, Panam has a system about culture exchange, and it focuses on helping people to discover the new culture around the world and makes their life more rich and colorful.

We live in a multiple culture world; the different country has a different culture

RBRANDING OBJECTIVE Panam was focusing on airlines to helps their customers trip to foreign countries, but it quits from the market because the leaders' decision-making errors. Today, we plan to reinvent this brand, and found a new way to rebranding Panam. People become to busier; they don't have enough time to discover the new foreign culture because they are going to spend too much time on it if they want. So new Panam focuses to find a way to helps them to explore the new culture, and people don't need to spent too much time.

New Panam focuses to find a way to helps them to explore the new culture, and people don't need to spent too much time. 22

New Version

Chapter 02

THE BRAND GRID The brand grid is a tool that helps people to understand the new Panam's personalities as a visually describe way, and it same as the way when we connect with other people in our life.

Before

Panam

New Version

Chapter 02

After

Panam

The Soul Chapter 01

03 PERSONAS This chapter shows the personas who are at the inside of spectrum, and it also shows the personas who are at the outside of spectrum.

INSIDE OF SPECTRUM This infographic shows the different personas of the new Panam; they are at the different position of the range because they are paying the different level attention to discovery new culture. The five red circles are the five personas in the spectrum.

Marcus Washington

Steve Johnson

Clark Smith

Jun Fan

Umimoto Saito

Personas Chapter 03

Clark Smith, 46 Workaholic Sales Director of a Trading Company Clark is a businessman that works in a trading company, and his title is sales director. He only sleeps four hours every day, and he works hard every time. He got married three years ago, but he still didn't go to any other country with his wife, so his largest dream is to explore a new area and culture with his wife.

–His wife's favorite magazine is National Geographic, becasue she likes to explore new culture and new area. –He likes to watch Discovery, becasue he can study many different new knowledges from it. –He has been to many other countries with his father, becasue his father was a English teacher. –He need to work on weekend, becasue he have too many works need to finish. –He is trying to earn more money for his family, becasue he plan to have a baby with his wife. –He chose to live in San Francisco with his wife, becasue it's a multicultural city. –He has lots of friends who come from different countries, becasue he likes to explore different culture. 29

Umemoto Saito, 87 Retired Worker Retired Worker of a Factory Umemoto have been to United States from Japan since 16 years old with his family, and he was never back to Japan. He wants to back to his hometown, but his knees are not well, and he feels very tough when he wants to walk.

–He likes to talk with his neighbour, because this neighbour goes to Japan every two months. –He always let his son to bring some gifts from Japan to him, becasue his son has business in Japan. –He still keeps every old picture when he left from his hometown, becasue he will look at the pictures every afternoon. –There are lots of little Japanese ornaments on his book shelf, because he likes to buy these from Japantown. –He has two sons, and they are all have traditional Japanese name, becasue he wants to let his sons remember they are all Japanese. –He painted a lot of oil painting, and those painting are all about Japanse view. –His son downloaded the Google Trip for him, becasue he can has some information about Japan. 30

Personas Chapter 03

Steve Johnson, 17 Geography Fan Student in a High School Steve is studying in a high school, his favorite class is geography, he likes to know everything about geography, and he likes to explore new culture from different areas.

–He has been to nine countries. –He likes to read the National Geography by his Ipad. –He needs to work and earn enough money in summer, so he could go to see the new areas, –He has been to Yellow Stone and Yosemite twice time, so he wants to explore somewhere new. –His geography teacher thinks the class is too basic to Steve. –He has many friends, and they are from different countries. –He remember the name of every country in this world.

Marquis Washington, 48 Responsible Teacher Geography Teacher in a Highschool Marquis is a geography teacher in a highschool 18 years, he is very responsible for his students. He is very worry about his students, because his students are not intrested in his class, so he wants to find some way to help him to catch the students' attention back.

–He has two daughters and one son, but they don't like him, because he didn't spend enough time to them, and he always thinking his students. –He is looking a way to help him makes the class more interesting and easier. –He is the best geography teacher and oldest teacher, but his class is become to boring class. –He is planing to move his class to Golden Gate Park. –He went to many different countries, so he wants to let his students go to explore these countries as him. –He believes students can learning more knowledge from a real place. –He likes to use digital media to show the information about geography.

Personas Chapter 03

Jun Fan, 40 Responsible Mother Freelance Writer Jun is a freelance writer, and she has a son who is a middle school student, her son got A for every class, but except geography. so she is very worried about his geography grade.

–She bought lots of different geography books for her son, but her son never read them. –Her son likes to play video game so much, and likes to use IPad. –She really wants to let her son become a all A grade student in school. –She wants to let her son study in Stanford. –She stays in United States, becasue she like to touch the different and new culture. –She downloaded the Google Trip. –She hired a geographic tutor for her son, but she still doesn't meet any progress.

OUTSIDE OF SPECTRUM The outside of spectrum personas are not the target audiences, because they are not paying the attention to the new Panam.

Alice Taylor

Alexander Wilson

Personas Chapter 03

Alexander Wilson, 63 Retired CEO Retired CEO of a Financial Company Alexander was a ceo in a financial company in New York City, but he retired. He has a private plain, and he goes to travel with his family every year. He lives in Hawaii with his wife.

–He plays Golf at weekend, because this is his habit. –He likes to go sunbath with his wife, and have a dinner in a restraunt. –He has a copter in Hawaii, so he can use it to see the view around Hawaii. –His wife was a fashion designer, but she only designs cloth for Alexander. –Car is his soul, he have a bunch of cars, Porsche, Lotus, Farrari, etc. –He still goes to the gym everyday, and does some workout around two hours.

Alice Taylor, 26 Optimist Waiter in a Restaurant Alice is a young girl from Miami, she moved to San Francisco two years. She has lots of friends, and they have party every weekend, she is very enjoy her life now, and her next goal is having a boyfriend.

–Alice likes drinking so much, and she always drunk after party. –She likes candy, you can always find candy from her pockets. –She wears colorful and bright dress everyday. –She makes lots of colors on her nails, and she enjoy them so much. –Her customers are all like her, because they feel she is very friendly. –She likes to drive her green Beetle to everywhere if she has vocation. –She likes to try everything that she never see.

Personas Chapter 03

These personas are at the different position of the range because they are paying the different level attention to discovery new culture.

COMPETITORS This chapter shows the three diferent parts of this brand's competitors, they are current competitors, adjacent competitors, aspirational competitors.

THE CURRENT COMPETITORS This part of companies would currently be seen with Panam.

Air Mali

Vietnam Airlines

Ansett Australia

SociĂŠtĂŠ Nationale Air Mali, or Air Mali as it was most commonly known, was the former national airline of the Republic of Mali. It had its head office in Bamako.

Vietnam Airlines is the flag carrier of Vietnam. Founded in 1956 under the name Vietnam Civil Aviation, the airline was established as a state-owned enterprise in April 1989.

Ansett Australia also known as Ansett-ana and Ansett was a major Australian airline group, based in Melbourne.

Competitors Chapter 04

Air One

Balair

Air One S.p.A., which operated as Air One "Smart Carrier", was an Italian airline. It operated as Alitalia's low cost carrier subsidiary with operating bases located in Catania-Fontanarossa Airport, Palermo Falconeâ&#x20AC;&#x201C; Borsellino Airport, Pisa Airport, Venice Marco Polo Airport and Verona Villafranca Airport; while Tirana was a focus city.

Balair was a Swiss airline that became Balaircta when it merged with cta/Compagnie de Transport Aerien in 1993. Balair had its headquarters in Basel.

THE ADJACENT COMPETITORS This part of companies would currently be seen with Panam.

TripAdvisor

Google Trips

Ctrip

TripAdvisor, Inc. is an American travel website company providing reviews of travel-related content. It also includes interactive travel forums. Trip Advisor was an early adopter of user-generated content. The website services are free to users, who provide most of the content, and the website is supported by an advertising business model.

Google Trips makes it easier than ever to plan and organize your trips. It automatically maps out a half day or a full day with suggestions for things to see and do. Donâ&#x20AC;&#x2122;t like what you see? Tap the "magic wand" to see more nearby sights. Each tap of the wand gives you a fresh set of nearby attractions.

Going forward, the company intends to leverage the Ctrip brand to attract new travel suppliers and negotiate more favorable contractual terms with its existing suppliers, expand its hotel supplier network and room inventory, and expand air-ticketing and other travel product offerings. The company also intends to pursue selective strategic investments and expand further into the global market.

Competitors Chapter 04

Triphobo

National Geographic

TripHobo is a travel planning website. TripHobo runs on an algorithm that helps a traveler to plan their trip by taking into account a number of key factors like accommodation, restaurants, tourist attractions and transportation. The company has over 100,000 Itineraries generated every month and is growing at 25 per cent a month.

National Geographic, formerly The National Geographic Magazine, is the official magazine of the National Geographic Society. It has been published continuously since its first issue in 1888, nine months after the Society itself was founded. It primarily contains articles about geography, history, and world culture.

THE ASPIRATIONAL COMPETITORS These brands would like to become the competitors when Pan am successful rebranding initiative.

Discovery Channel

The Asian Art Museum

Google Trips

Discovery Channel is an American basic cable and satellite television channel that is the flagship television property of Discovery Communications, a publicly traded company run by ceo David Zaslav.

The Asian Art Museum of San Francisco houses one of the most comprehensive Asian art collections in the world, with more than 18,000 works of art in its permanent collection, some as much as 6,000 years old.

Competitors Chapter 04

New York Public Library

National Geographic

The New York Public Library is a public library system in New York City. With nearly 53 million items, the nypl is the second largest public library in the us, and fourth largest in the world.

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Designer: Yanqiui Du Topic Concept: Yanqiu Du Editorial Work: Yanqiu Du Instructor: Hunter Wimmer Language Support: Jeremy Jones Binding: Imprint Printer: Epson P600 Paper: Epson Premium Presentation Paper Matte 4 Stars Type Face: Akzidenz Grotesk by Hermann Berthold for Berthold Type Foundry Tiempos Text by Kris Sowersby for Klim Type Foundry