“Recognition, in particular by consumers, of our brand is heartening,” says Mango CEO Nico Bezuidenhout. “We have continually shown improvement in the Top Brands Survey and were encouraged further when earlier this year we were also recognised by generation next as the coolest airline brand in the country. Our fun, value driven no-nonsense brand has rooted itself firmly within South Africa's brand culture in only three years. This is the result of teamwork and dedication across the airline - a brand is more than just its campaigns, it is the sum of the collective,” he says.
Prosperity or recession, says Bezuidenhout, the strength of a brand dictates its survival. “It is a combination of effective marketing, above and below the line activity as well as the positive reputational clout that public relations delivers to a brand. Integration and banning of a silo-like approach to one's brand management is able to deliver exceptional results.”
“We did not fare as well as a business to business brand in the corporate category,” added Bezuidenhout, noting Mango charting behind its competitors. “It is an area we are focusing on with already measurable results in brand gains among business and corporate travel communities,” he concludes.
