????當(dāng)然，大型民航公司也知道品牌的重要性。“美國(guó)航空正處于重組進(jìn)程中，我們計(jì)劃變成一家非同一般的航空公司，”美國(guó)航空女發(fā)言人在聲明中稱(chēng)?！氨竟酒诖瓿芍亟M之后，能為顧客帶來(lái)全新、不同往昔的體驗(yàn)?！彼茉靺f(xié)調(diào)一致的企業(yè)文化也是美聯(lián)航首席執(zhí)行官杰夫?斯米塞克的重要任務(wù)。去年，他告訴《財(cái)富》雜志（Fortune）：“我的管理團(tuán)隊(duì)和我本人正在投入大量時(shí)間，培養(yǎng)這種新文化。我們很重視這一點(diǎn)，因?yàn)槿魏握隙加袦S為平庸的風(fēng)險(xiǎn)。”截至本文發(fā)表之時(shí)，達(dá)美航空尚未回應(yīng)記者請(qǐng)求評(píng)論的要求。

????目前，規(guī)模較小但品牌形象好的航空公司取得了不俗的成績(jī)，可能會(huì)開(kāi)始給大型民航帶來(lái)壓力，迫使其改變品牌戰(zhàn)略?！拔矣X(jué)得壓力將來(lái)自區(qū)域性的民航公司，他們很擅長(zhǎng)塑造獨(dú)特的消費(fèi)者體驗(yàn)，并圍繞這種體驗(yàn)打造企業(yè)，”品牌咨詢公司Prophet美國(guó)分部總裁安德魯?皮爾斯表示?！斑@些企業(yè)將變得更加強(qiáng)大。”盡管大型民航嚴(yán)防死守，這些小公司仍可能奪走其份額。如果沒(méi)有協(xié)調(diào)統(tǒng)一的品牌戰(zhàn)略，這些民航巨頭只能繼續(xù)打價(jià)格戰(zhàn)。如今燃油成本和消費(fèi)者行為模式都難以預(yù)測(cè)，處在這樣的市場(chǎng)，民航公司本來(lái)就已經(jīng)困難重重，品牌形象千瘡百孔恐怕是它們最不愿意看到的情況。

????譯者：小宇

????Of course, the major airlines know that branding is important. "American is in the middle of the restructuring process and plans to emerge a very different airline," an American Airlines spokeswoman said in a statement. "The airline looks forward to emerging from the restructuring process with something new and different for its customers." Creating a coherent corporate culture is also on United CEO Jeff Smisek's to-do list. Last year, he told Fortune, "My management team and I are spending a lot of time on developing the new culture. [We're] very focused on that because you do run the risk in any integration of ending up with mediocrity." Delta did not respond to a request to comment in time for publication.

????For now, the success of small airlines with strong brands is likely to begin pushing against the branding approach of larger airlines. "I think the pressure is going to come from the regional guys that are getting pretty good at creating a unique experience and delivering around it," says Andrew Pierce, U.S. President of brand consultancy firm Prophet. "Those guys are going to become more formidable." They could chip away at the edges of a market that big carriers guard closely. Without a coherent brand strategy, those major carriers will continue to play the price game. And, in this market, with fuel costs and customer behavior difficult to predict, a broken brand is the last problem any airline wants on top of everything else.