Why study Singapore Airlines and the Singapore Girl?
A look at the extensive list of achievements will make one wonder, what makes this airline not the ordinary airline other airline companies are, despite the fact that there have been mixed opinions on their service, food and other offerings? What carries them further than simply being a means of air transport, i.e. what is their product differentiation or branding strategy? In this project, I investigate one of their branding strategies, the iconic Singapore Girl. Based on observations, the Singapore Girl is never left out whenever Singapore Airlines appears in media and advertising. She has been identified with the airline and is its personification. Despite her ubiquity, the Singapore Girl, like a fictional fantasy character, remains somewhat of an enigma. Keeping details of her background confidential is expected since Singapore Airlines needs to keep its competitive edge as one of the leaders of the international airline industry, but at the same time, the confidentiality creates a
