Great Asian Brands: Singapore Airlines

It’s not just the girls
Katherine Penaloza

The rise of Singapore Airlines, the Singapore Girl, and a brand loved and trusted by millions.

Singapore Airlines is one of Asia’s top brands. Consistently selected Airline of the Year, it is the true favourite airline of the world. Today it is the second-largest carrier in the world by market value. Its brand is built on extraordinary service standards and introducing service-related innovations, as well as the enduring image of the Singapore Girl. This book tells the story of how an airline that started with ten planes, from a small island, managed to become truly global and one of the most recognised brands in the world.

KATHERINE PENALOZA is a consultant at McKinsey & Company in Singapore. Prior to that, she was head of strategy at Interbrand Singapore.

978-1-905736-12-6
£9.99 PB
Rights: All
Sales Territory: World ex.Asia & ANZ
Asia & ANZ sales: MCL*
September 2007