Scenario approach to the management of the airline’s brand

Abstract

The need and importance of application of the scenario approach in the management in the sphere of the air-transport services aren't called in question however it is practically not used in the process of management of the airline’s brand. This circumstance, together with the orientation of development to one scenario which is carried out by the compulsory strategic planning doesn't allow use fully a brand as one of the factors of economic stability. In this article the methodological aspects of application of scenario approach in the management of a brand in the sphere of the air-transport services are considered and the main motives of its use are revealed. The values of application of scenario approach in the management of the airline’s brand are also determined. Preference of the two-sector approach to the development of scenarios of the development of the airline’s brand which have to be guided by the scenarios of the airline development is proved.