As reported on Aviation Week’s Intelligence Network (AWIN) late yesterday (Aug. 23), Singapore Airlines (SIA) has taken steps to name its new medium-haul low-cost carrier Scoot.
When I first saw that they planned to call it Scoot, I was shocked. I then laughed, thinking the name was a ridiculous choice. But the more I thought about it, the more I felt the choice of name made sense.
SIA not only plans to use the brand name Scoot for its new airline, but also use it to brand the LCC’s ancillary services such as priority check-in, priority boarding, ticket upgrades, frequent flyer programs, etc.
This brand name can be leveraged quite effectively into these related service offerings. The brand name – unlike AirAsia - is also not limited to a specific geographic region. In future if SIA wanted to launch a LCC in another country, say for example a nation in Europe, then the Scoot brand would work in that market too.
The choice of name also reveals how concerned SIA is, that the new LCC will cannibalize the mainline carrier’s business. One of the concerns is that SIA customers will be tempted to fly the LCC because they know it is associated with SIA. Therefore, it is important to brand the LCC in such a way that it is distinctly different to SIA mainline. I think the Scoot brand name achieves that objective.
I also think SIA should be commended for being brave enough to put forward a name that is original. We always talk about how it is important to have original ideas but then often shy away and come up with safe suggestions. It would have been easy for SIA to just follow the crowd and name the new LCC after an animal (in keeping with other airline players such as Nok Air, Lion Air, Kingfisher Airlines, Dragonair, Firefly, etc). But no, it has decided to take a bold step and chart a different course in its branding.