84 Arrival
Brand Strategy
EXPERIENCE
SYMBOLIC
FUNCTIONAL
The focus is on the customers that aren’t satisfied with air travel on shorter distances The unique selling point of a Scandinavian HSR is that it simply is a train. It is not a plane. According to Olsen, Peretz & Samuelsen, there are three different brand concepts: Functional, experience and symbolic – and it can be an advantage to differentiate to your main competitors when creating the brand strategy. Norweigan is placed in the functional category for their A to B and “Everyone should afford to fly” strategy, while SAS is a more experience-based brand that focuses on service and excelling on all levels.
The brand concept of the Scandinavian HSR will be symbolic-based, which differentiates from the two main competitors SAS and Norwegian. But maybe even more important: it builds on the unique selling point of simply being a train. The focus is on the customers that aren’t satisfied with air travel on shorter distances. It might be because of the sustainability aspect and it might be because they want to remember the good feeling of traveling on rail. They want to make the choice as a statement of distancing themselves from airlines when it’s possible.