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What's in a name? Analysis of airport brand names and slogans

Author

Listed:
  • Halpern, Nigel

    (Professor of Air Transport and Tourism Management in the Department of Marketing, Kristiania University College, Norway)

  • Regmi, Uttam Kumar

Abstract

This study investigates the use of brand names and slogans at 1,562 airports worldwide using content analysis of airport websites. The study finds that three-quarters of airports are named after a single place. Almost half include a reference to the scope of services available at the airport in their name. Significant differences exist between world regions. Naming an airport after natural or man-made attractions is most common in Europe, after a political leader and/or revolutionary is most common in Latin America/the Caribbean, and after royalty is most common in the Middle East. Only one-tenth of all airports use a slogan and this is mainly a North American phenomenon. A more detailed analysis of airports in Europe finds that one-quarter of airports have two or more place names; one is typically the name of the place in which the airport is located, while the other tends to be the name of the nearest main city or town. Including a reference to the scope of services available at the airport is significantly more common at larger versus smaller airports in Europe. The use of a slogan is significantly more common at airports in Europe that are owned or operated by private interests versus those that are publicly owned and operated.

Suggested Citation

  • Halpern, Nigel & Regmi, Uttam Kumar, 2011. "What's in a name? Analysis of airport brand names and slogans," Journal of Airport Management, Henry Stewart Publications, vol. 6(1), pages 63-79, October.
    • Handle: RePEc:aza:jam000:y:2011:v:6:i:1:p:63-79
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    More about this item

    Keywords

    airports; marketing; branding; names; slogans;
    All these keywords.

    JEL classification:

    • R4 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics
    • R40 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics - - - General
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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