Annual Report 2019

Brand Health studies are carried out annually covering brand funnels, imagery and brand power score through research agency, Kantar. Brand power is the total indicator of brand strength and is often looked at together with brand funnel and imagery drivers. During the year under review, all our product information and labelling have complied with the relevant regulations and voluntary codes. Sustainability metrics are part of the brand strategy development process. Social inclusivity, safety and service without discrimination are imageries tracked under Kantar’s Brand Health Studies for brand strategy development. Specifically, metrics aligned with sustainability include Price; offers best fares and is good value for money, Operations and Convenience; high standards of safety and no delays, Emotional Connect; treats people well, and Reputation; as recognised with awards received in the airline industry. As seen in the chart below, changes in numbers are dependent on larger macro situations such as market saturation and competition (growing or waning), as well as our brand and marketing initiatives. Key Initiatives Southeast Asia is home to diverse flora and fauna and boasts a myriad of beautiful beaches, jungles and natural landscapes. With the proliferation of travel into the region, AirAsia is taking an active stance in also promoting awareness of responsible tourism to help preserve the longevity of the region’s environmental and social heritage. +ME is a China based campaign to highlight responsible tourism. It features an environmentalist as its key spokesperson to create awareness on the need to travel responsibly. It urges consumers, flyers and travellers alike to take a pledge and do their part for the environment. In 2019, AirAsia India appointed Wunderman Thompson South Asia to oversee AirAsia India’s brand strategy and communication matters by considering the brand’s strong and sustainable positioning across the geographical regions. RedBeat Ventures is a subsidiary of AirAsia Group that leads the Group’s non-airline business such as BigPay, BIGLIFE, Teleport and Santan. Under RedBeat Ventures, the latest diversification saw the Group’s embarkment on the music industry with the inauguration of its record label-RedRecords. In the next five years, all the non-airline businesses are targeted to contribute circa 50% to the Group’s revenue, substantially growing its presence around the region. 0 10 20 30 40 50 60 Brand Power Performance Results 38 51.9 Malaysia Thailand Indonesia India Philippines Singapore China Hong Kong Malaysia Vietnam Korea Japan 28 28 17 20.2 22 14 18 13.8 9 13.3 12.5 12.4 10.7 10.7 8 7.6 7.2 6.1 5.9 6.3 2.6 3.4 ECONOMIC 142 MORE THAN JUST AN AIRLINE > SUSTAINABILITY STATEMENT (CONT’D)