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108-521: United Express is the brand name for the regional branch of United Airlines , under which five individually owned regional airlines operate short- and medium-haul feeder flights. On October 1, 2010, UAL Corporation and Continental Airlines merged to form United Continental Holdings , the holding company for the newly merged United Airlines . On June 27, 2019, United Express changed its parent company name from United Continental Holdings to United Airlines Holdings . As of 2024, 449 aircraft fly under

216-516: A United Express regional air carrier once again with primary hubs located at Chicago's O'Hare International Airport (ORD) and Washington Dulles International Airport (IAD). This came to an end in April 2023 as the carrier switched to conducting solely American Eagle branded flights, under a new contract with American Airlines . In 1963 investors from the Fox Cities raised $ 110,000 to start

324-499: A code sharing agreement with American until March 2018. On November 20, 2014, it was reported that Air Wisconsin was nearing an agreement with Delta Air Lines to fly as a Delta Connection carrier beginning in January 2015. Under the terms of the deal, 26 CRJ200 aircraft were to be transferred to Air Wisconsin from Endeavor Air . In January 2015, Air Wisconsin said that negotiations had ended and that it did not want to fly under

432-439: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote

540-469: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

648-750: A United Express partner, followed by Trans States Airlines the following year. In 1997, as United officially designated Los Angeles International Airport one of its hubs, SkyWest Airlines became a United Express partner as well. Great Lakes left the United Express system in early 2002, although it continued to do codeshare flights until they ceased operations in 2018. In 1993, Trans States Airlines started United Feeder Service (UFS), to operate British Aerospace BAe ATP aircraft for United Airlines. The aircraft, originally owned by Air Wisconsin , were transferred and subsequently owned by United. UFS operated routes to Chicago O'Hare (ORD) from close markets in

756-636: A brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

864-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

972-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

1080-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

1188-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

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1296-518: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

1404-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

1512-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

1620-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

1728-408: A day. United Express also has a bus service from Lehigh Valley International Airport (ABE) to Newark Liberty International Airport (EWR). Continental Airlines , which later merged into United in 2010, previously operated flights from Allentown to Newark but switched to a bus service in 1995 due to constant delays from air traffic control . It is 79 miles (127 km) long. As of 1997 the service

1836-723: A deal with Republic Airways Holdings for its subsidiary Republic Airways to fly the Q400 in Colgan's place. The eight-year capacity purchase agreement included all 28 aircraft previously operated by Colgan as well as four currently flown by Republic for Frontier Airlines . In August 2015, United announced the start of a new subsidiary, United Ground Express, to provide ground operation service in select airports within its domestic network. By September 2016, Republic Airways ’ Q400s were phased out of service, replacing them with 50 more Embraer 175s. On February 27, 2017, United Airlines announced

1944-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

2052-552: A feeder for AirTran Airways under the name AirTran JetConnect , but this relationship was discontinued in July 2004. Towards the end of the contract with United Airlines Air Wisconsin was unable to secure a long-term deal or extension to continue providing regional service for UAL. United failed to renew its contract with AWAC, allowing it to expire in April 2005, and the last flight under the United flag operated on April 16, 2006, using

2160-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

2268-599: A large connecting hub located at Chicago's O'Hare Airport (ORD). By early 1986, the airline was serving sixteen airports with its British-manufactured jets with flights to Appleton, Bridgeport, Cedar Rapids, Iowa , Chicago–O'Hare, Flint, Michigan , Fort Wayne, Indiana , Grand Island, Green Bay, Wisconsin , Kalamazoo, Michigan , Lincoln, Nebraska , Moline, Illinois / Quad Cities , New Haven, South Bend, Indiana , Toledo, Ohio , Waterloo, Iowa , and Wausau / Stevens Point, Wisconsin , Oshkosh, Wisconsin , with other flights and destinations in its route system being served with

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2376-507: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

2484-584: A new Express focus city at San Antonio International Airport in 2006, but the experiment was short-lived. Trans States was the carrier operating the San Antonio operation. United decided to cancel Dash 8 and CRJ200 service with Mesa Airlines in November 2009. On November 16, 2009, it was announced that ExpressJet would begin operating Embraer ERJ 145s beginning in the spring of 2010. Mesa Airlines continued service using CRJ700 regional jets and added

2592-417: A new agreement with United Airlines to once again operate under the United Express banner upon the expiration of the airline's current agreement with American Eagle in 2018. Additionally, the new agreement with United would provide for the creation of a career pathway program whereby Air Wisconsin pilots would be offered the opportunity to move up to United upon meeting its hiring standards. In September 2021,

2700-429: A new airline. The airline was established as an independent commuter air carrier in 1965 and started operations on August 23, 1965, just one day after the brand new Outagamie County Regional Airport was opened using de Havilland Dove commuter aircraft configured with nine passenger seats. It was founded to connect Appleton with Chicago and initially had 17 employees and two de Havilland Dove aircraft. According to

2808-399: A receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with

2916-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

3024-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

3132-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

3240-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

3348-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

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3456-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives

3564-433: Is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with the practice of branding livestock to deter theft. Images of

3672-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

3780-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

3888-440: Is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached a high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation

3996-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

4104-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

4212-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

4320-779: The Embraer 175 in 2015. All Continental Express and Continental Connection service officially merged into United Express in late 2010 including that of Cape Air which was operating as Continental Connection on behalf of Continental Micronesia in Guam. Silver Airways was also a Continental Connection carrier that converted to United Express using turbo prop aircraft. Silver operated throughout Florida as well as routes from Washington Dulles Airport however their affiliation as United Express ended in 2013. On April 1, 2012, Pinnacle Airlines Corp. filed for bankruptcy and announced it would draw down its Colgan Air operation. In May, United reached

4428-509: The Envoy Air ERJ 145s that will be transferred over to Piedmont Airlines . The airline also plans to utilize some CRJ700s. This ended their partnership with United Airlines . Air Wisconsin operates as American Eagle and serves 53 destinations with nearly 350 flights per day, transporting nearly six million passengers on an annual basis. Operating as American Eagle, Air Wisconsin pilots and flight attendants have crew domiciles at

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4536-784: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

4644-481: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

4752-484: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

4860-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,

4968-518: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

5076-406: The 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in

5184-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

5292-546: The August 23, 1965, Air Wisconsin timetable, the airline was flying one route between Appleton and Chicago–O'Hare with four round trips on weekdays and two round trips on Saturdays and Sundays operated with the British-manufactured Dove twin prop aircraft. By the mid 1970s, Air Wisconsin was flying two small commuter turboprop airliner types, the de Havilland Canada DHC-6 and Fairchild Metroliner , and

5400-639: The BAe 146. During 2005 AWAC invested $ 175 million U.S. into US Airways for their bankruptcy exit financing in exchange for a long-term contract operating as US Airways Express . In 2005 AWAC began operating all of its CRJ200 regional jets as a US Airways Express carrier with flight crew bases located in Philadelphia, New York LaGuardia, Washington Reagan National, and Norfolk, Virginia. US Airways has since merged with American Airlines , and Air Wisconsin operated as an American Eagle regional air carrier via

5508-543: The BAe 146–300, which is the largest member of the BAe 146 family of jet aircraft. United Airlines sold Air Wisconsin and the BAe 146 fleet to CJT Holdings in 1993. Air Wisconsin was then renamed Air Wisconsin Airlines Corporation (AWAC) as UAL retained the rights to the Air Wisconsin name and logo. During the ski seasons, Air Wisconsin was operating BAe 146 jet shuttle service as United Express on

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5616-634: The Canadian-manufactured four engine Dash 7 turboprop. Air Wisconsin pioneered the concept of code sharing on behalf of United Airlines when the carrier began operating as United Express on May 1, 1985. As an independent air carrier prior to its business agreement with United to provide passenger feed, Air Wisconsin rapidly became the nation's largest regional airline in the 1980s. On May 17, 1985, it merged with Mississippi Valley Airlines (MVA) and continued to fly as United Express, operated by Air Wisconsin. By late 1989 Air Wisconsin

5724-489: The Delta Connection brand. In 2016, it was announced that Air Wisconsin would close all of its ground handling operations in all cities served by the air carrier primarily due to the formation of a wholly-owned subsidiary of United called United Ground Express. This would leave only three American Eagle ground handling cities served, which the airline deemed uneconomical. On March 1, 2017, Air Wisconsin announced

5832-568: The Los Angeles hub. In 1995 Mesa took over all United Express routes at the Seattle and Portland hubs formerly operated by WestAir. Mesa Airlines contract operating as United Express was cancelled in 1998 at which time Air Wisconsin and Great Lakes Airlines took over the Denver routes while SkyWest took over the Los Angeles, Seattle, and Portland routes. In 1992, Great Lakes Airlines became

5940-534: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

6048-719: The U.S. Upper Midwest . UFS was eliminated from the United Express carrier network in 1999 and disappeared. When United declared for Chapter 11 reorganization in 2002, it pressured its regional partners for reduced fees. In 2004, ACA canceled its contract and reinvented itself as low-cost carrier Independence Air . The next year, Air Wisconsin unsuccessfully bid to retain its flying contract, though it did retain some ground-handling United Express operations. To compensate, United initiated new service agreements with Colgan Air , Trans States subsidiary GoJet Airlines , and Republic Airways Holdings subsidiaries Chautauqua Airlines and Shuttle America . Trans States Airlines . Mesa Airlines

6156-787: The United Express brand. Major airlines in the United States had long maintained relationships with regional carriers which fed passengers from small markets to larger cities. The Airline Deregulation Act spurred industry consolidation both vertically and horizontally, and as the hub system became more pronounced, airlines formalized these relationships through code sharing , shared branding , and listing regional partners in computer reservations systems . On May 1, 1985, United formally partnered with Air Wisconsin , Horizon Air , and WestAir as United Express, feeding its hubs at Chicago–O'Hare , Seattle International Airport , and San Francisco International Airport . Aspen Airways soon joined

6264-432: The United Express system in 1986 feeding United's hub at Denver–Stapleton . Aspen was dismantled in 1990 being sold to Air Wisconsin and Mesa Airlines. Horizon Air was bought out by Alaska Airlines in 1987 at which time Horizon's contract as United Express was cancelled and a new carrier, North Pacific Airlines (NPA), was established by WestAir to service the Seattle hub as well as hubs at Portland, Spokane, and Boise. NPA

6372-500: The animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in

6480-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

6588-524: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

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6696-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

6804-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

6912-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,

7020-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within

7128-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has

7236-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to

7344-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,

7452-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

7560-594: The branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

7668-495: The company announced that they had signed a lease for at least 1 Bombardier CRJ200SF (converted cargo aircraft) set to enter service from December 2021. The aircraft was never delivered and the cargo program has most likely been canceled. On August 22, 2022, Air Wisconsin announced a five-year contract to operate up to 60 CRJ200s for American Eagle , starting in March of 2023. These aircraft are based at Chicago-O'Hare, to fill in for

7776-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

7884-660: The end of United Express operations in Guam , along with the retirement of the last turboprop aircraft in the United Express fleet. In March 2020, during the COVID-19 pandemic , Trans States Airlines announced that it would be ceasing operations on April 1, 2020, ending its operations as United Express. On July 30, 2020, it was announced that United Airlines had decided to end its contract with ExpressJet and transferred these operations to CommuteAir . ExpressJet continued its operations until September 30, 2020, and CommuteAir became

7992-476: The entire United States with regional jets. SkyWest serves a number of small cities that are subsidized by the federally funded Essential Air Service program as well as other local and state governments. United Express bus service connects Beaumont/Port Arthur to George Bush Intercontinental Airport (IAH). This service began after Colgan Air -operated Saab 340 turboprop flights ended on July 1, 2012, and this bus service continues as of 2018 with several trips

8100-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

8208-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

8316-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

8424-461: The following locations: The Air Wisconsin fleet comprises the following aircraft (as of January 2024): In 2016, the airline retired four CRJ200 regional jets that had met their structural time limit and sent them to Tupelo Regional Airport (TUP) in Tupelo, Mississippi. The following aircraft types were formerly operated by Air Wisconsin: Air Wisconsin performs CRJ maintenance activities at

8532-486: The former Aspen Airways route between Aspen, Colorado , and Denver with at least fourteen daily nonstop flights in each direction. In February 1998 AWAC acquired the assets of Mountain Air Express including Dornier 328 turboprop aircraft which were used to expand United Express service in the west. In the fall of 2003 AWAC acquired ten Bombardier CRJ jet aircraft from bankrupt Midway Airlines and became

8640-642: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

8748-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of

8856-430: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with

8964-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

9072-473: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

9180-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

9288-418: The minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there is often little to differentiate between several types of products in the 21st century, hence branding

9396-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity

9504-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

9612-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to

9720-564: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

9828-491: The new division into an independent company, Atlantic Coast Airlines (ACA), which years later would go on to become Independence Air . In 1990, Mesa Airlines took over all of the United Express routes from Denver formerly operated by Aspen Airways except the Denver to Aspen route which went to Air Wisconsin. Mesa also added a number of new routes from Denver as well. In 1992 Mesa created a new division called California Pacific Airlines to begin new United Express service from

9936-448: The nicknames "Air Willy" and "Rag Tag" and more recently "Air Wis" and "Air Wisky". By 1985, Air Wisconsin had become a large independent regional air carrier operating BAe 146-200 and British Aircraft Corporation BAC One-Eleven jets as well as de Havilland Canada Dash 7 turboprops with flights as far west as Grand Island, Nebraska , and Minneapolis / Saint Paul , and as far east as Bridgeport and New Haven, Connecticut , with

10044-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

10152-518: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

10260-669: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Air Wisconsin Air Wisconsin Airlines is a regional airline based at Appleton International Airport in the town of Greenville, Wisconsin near Appleton, Wisconsin . Air Wisconsin originally operated as one of the original United Express partners in 1985, and subsequently operated as US Airways Express on behalf of US Airways prior to becoming an American Eagle regional air carrier. Between March 2018 and April 2023, Air Wisconsin operated exclusively as

10368-646: The return of their partnership with Air Wisconsin as a United Express carrier. They would be flying a fleet of 65 Bombardier CRJ200s beginning second-half 2017. In September 2017, the Q300 was phased out, and in January 2018, the Q200 was phased out. These were the final prop aircraft in the United Express system within the United States. On April 16, 2018, United Airlines announced the end of its partnership with Cape Air . Services ended on May 31, 2018, which marked

10476-520: The sole operator of the United Express Embraer ERJ 145 fleet. In August 2022, Air Wisconsin announced that it would again be leaving the United Express brand and transferring exclusively to American Eagle . The transition started in March 2023. As of 2023, five airlines remain as United Express feeder carriers: CommuteAir, GoJet, Mesa Airlines, Republic Airways, and SkyWest Airlines. Most of these carriers now have routes spanning

10584-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

10692-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

10800-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on

10908-410: The years including the following types. Brand name The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into

11016-562: Was also reinstated into the United Express system. In 2005, United announced that service levels on major United Express routes would be upgraded to a new product called e x plus. Routes with explus service offer First Class seats and meal service on larger, 70-seat Embraer 170s and 66-seat Bombardier CRJ700s . Expanding the traditional regional partner role, United started to use the airplanes configured with e x plus amenities instead of, or alongside with, mainline jets on routes linking large cities, such as Chicago to Houston. United announced

11124-402: Was eight times daily. By 2010 the bus was the only form of service offered by Continental after it cancelled its Allentown to Cleveland flights. As of April 2024, the combined United Express-branded fleet consists of the following regional jet aircraft: The United Express brand, through its various regional and commuter airline partners, operated a variety of twin turboprop aircraft over

11232-481: Was itself bought by United Airlines a year later. During the 1990s, Air Wisconsin operated British Aerospace (BAe) ATP turboprop aircraft as well as BAe 146-100 , BAe 146-200 , and BAe 146-300 jet aircraft on United Express services. These were all large aircraft types when compared to other regional aircraft in operation at the time. Air Wisconsin was the only U.S. operator of the BAe ATP turboprop and also

11340-451: Was merged into its parent, WestAir, in 1991. San Juan Airlines of Seattle and SouthCentral Air of Anchorage, Alaska, also operated as United Express from 1987 through 1989. In 1988, Presidential Airways became a United Express carrier for United's new hub at Washington Dulles International Airport , but soon floundered. In response, WestAir formed an eastern division to serve Dulles. WestAir itself experienced turmoil; in 1991 it spun off

11448-978: Was operating United Express code share service from two United hubs: Chicago–O'Hare (ORD) and Washington–Dulles (IAD). According to the Official Airline Guide (OAG) at this time, United Express flights were operated with BAe 146-200 jets and Fokker F27 turboprops nonstop to Chicago–O'Hare from Akron / Canton, Ohio , Appleton, Cedar Rapids, Champaign, Illinois , Fort Wayne, Green Bay, Kalamazoo, La Crosse, Wisconsin , Lansing, Michigan , Lexington, Kentucky , Moline/Quad Cities, Oshkosh, Wisconsin , Peoria, Illinois , Roanoke, Virginia , South Bend, Toledo, and Wausau, and with BAe 146-200 jets and Short 360 turboprops nonstop to Washington Dulles from Charleston, West Virginia , Charlottesville, Virginia , and Richmond, Virginia , as well as Harrisburg , Reading , and State College, Pennsylvania . In 1990 Air Wisconsin acquired Denver-based Aspen Airways and

11556-969: Was operating a small hub at Chicago's O'Hare Airport with service primarily to destinations in Indiana , Michigan , and Wisconsin as well as to Minneapolis / Saint Paul from several small cities in Wisconsin. In September 1978 the airline was certified by the Civil Aeronautics Board (CAB) as a regional air carrier (Air Wisconsin previously had commuter air carrier status with the CAB). In October 1978 it had over $ 10 million in assets. Joining Air Wisconsin in 1965 as traffic manager and eventually becoming president, Preston H. Wilbourne's leadership oversaw Air Wisconsin grow to an airline serving 29 cities in an eleven state area with 32 aircraft boarding over 10,000 passengers daily. Air Wisconsin gained

11664-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

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