Low cost airline Mango was awarded Superbrand status this week as the airline celebrates its fourth birthday. Brands are recognised every two years by the global Superbrands organisation against criteria that include market dominance, brand longevity, goodwill, customer loyalty and overall market acceptance. Brands are selected by a council that comprises luminaries from both the domestic media and marketing sectors as well as international media organisations and blue-chip companies.
“Nothing is quite as rewarding as receiving recognition,” says Mango CEO Nico Bezuidenhout. “It serves as inspiration to achieve for all of us. The delivery of a brand promise is only as strong as the sum of the collective and to this end; recognition is due to my colleagues who convey Mango’s values to thousands of Guests daily.” In its four year history, the airline has received 4 PRISM Awards for its Communication, a Budgie award for its marketing, Best African Low Cost Airline at the World Travel Awards in 2007 as well as ACSA Feather Awards in all of the 4 airports it operates from. Mango was also ranked as “coolest” low cost airline in the Sunday Times Cool Brands Survey and top low cost consumer airline brand in the Sunday Times Top Brands Awards for the second year running.
Superbrands have a presence in over 80 countries, identifying brands that perform over and beyond others in the market. “The growth of the Mango brand has been spectacular,” says Bezuidenhout, “and for a youthful brand to make an impact on the market is never easy, in particular during a period where negative market influences could have significantly impacted Mango.” The airline’s second year of operation saw oil prices rocket to historic levels, followed last year by one of the worst global recessions since the 1930’s. “The core value of our brand is affordability coupled with high levels of service – it is a universal message that we aspire to deliver daily.
Bezuidenhout says that while the business does not always get it right, it has instituted several channels for Guests to communicate with Mango and, in turn, for the airline to remedy any faux-pas. “Mango has a strong social media presence, including Facebook, a blog and a Twitter feed where travellers are able to directly engage with the brand. Beyond that, our Guest Care and Guest Service channels provide an immediate forum to make right with our Guests.” He believes that beyond brand, service is the greatest differentiator within a market where competition on pricing often dominates. “Money funds getting from point A to point B – the brand experience is priceless.”
Well done to Mango Airlines on their excellent achievement.
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