AIRLINE CABIN CREW MEMBERS ARE THE EMPLOYEE BRANDING OF THE AIRLINE

One of how this can be obtained is by scrutinising their employees while discovering their skills and knowledge, which is essential in customers identifying themselves with a Brand. Therefore, this is known as employee branding, which has begun to unfold in affecting customers' choice of airlines to travel with. This process can aid airlines in their strategic measures on brand perception by current and future customers, which will have a powerful effect on the percentage of market share an airline can achieve. It is essential that managers and senior board members focus on this aspect of their business as the employees demonstrate the brand values in the public eye. This paper will explain the role of airline cabin crew members and their contribution to the airline's strategic branding. It will allow the airlines to utilise their skills and knowledge in maintaining brand strength relating to the airline's values and public image and its role in the minds of cabin crew members, customers, and other employees. If airlines focus on the essential knowledge and skills their cabin crew members hold, this can create a sustainable competitive advantage.