Annual Report 2019

Brand Management Our mission is to create a globally recognised ASEAN brand, focused on delivering sustainable value to the areas we operate in. As a people-first brand, we have practices in place to manage strategy in alignment with sustainable considerations. This is translated into numerous initiatives to intensify market presence and establishing good relationships. Awards/Recognition Description World’s Best Low-Cost Airline Skytrax, 11 years in a row Malaysia’s Best Employer Award 2019 World Federation of Human Resource Professionals Gold in Transportation, Travel and Tourism Category Putra Brand Awards for a decade Asia’s Leading Low-Cost Airline World Travel Awards, 7 years in a row Asia’s Leading Low-Cost Airline Cabin Crew World Travel Awards, 3 years in a row We understand that maintaining a positive identity is particularly important for us to produce a trusted brand for our stakeholders. Our Branding, Brand Marketing, Creative, Copy and Photography Departments ensure the dimensions of the brand are always adhered to. Local Aviation Governance Internal Guidelines AirAsia is compliant to local aviation governance by ensuring all information pertaining to flights, fares and conditions of carriage are clearly and accurately communicated to avoid misinterpretation and uphold transparency. Such information includes, but is not limited to, fare display, duration of promo periods, terms and conditions of promotion, instructions and flight related rules as such as check-in luggage limitations indicated on station signage and all other company as well as media touch points. AirAsia follows internal guidelines that address the dimensions essential for a brand; addressing both internal and external aspects. They include clarity, commitment, responsiveness, protection, authenticity, relevance, understanding, differentiation, presence, and consistency. These guidelines protect the brand’s authenticity, guide understanding internally and externally, provide clarity and create consistency in the way the brand is presented to all stakeholders. These guidelines include: a) AirAsia Brand Styleguide – a guide on AirAsia’s mission and our personality b) AirAsia Allstar Values – an internal 7-value system to guide AirAsia employees (“Allstars”) way of working; People First, Dare to Dream, Make It Happen, Safety Always, One AirAsia, Guest-Obsessed and Sustainability Spirit c) Station Guidebook – an airport visual and communication system in ensuring clarity in helping customers and consumers understand AirAsia’s processes and procedures in the airport Local Advertising Governance AirAsia is compliant to local advertising rules by ensuring all information communicated to flyers and stakeholders are accurate and true. All claims regarding AirAsia including awards, size of fleet, number of destinations and countries flown to, talent and music rights and usage in brand campaigns etc. are fact checked, cross checked for validity and supported by proof at the time of publication. Additional proof and documentation are often submitted when further justifications are required. AIRASIA GROUP BERHAD ANNUAL REPORT 2019 141 SUSTAINABILITY STATEMENT