Ch. 10 - Product Concepts

Chapter 10 described private concepts and the areas that surround it. My application to my company Delta Airlines is as followed.  My product is to satisfy consumer’s needs and wants. A product line has closely related products in various shapes and sizes; Delta had multiple types of airplanes. There are 36 different aircrafts in their fleet ranging from the Boeing 767 and the Airbus 330. In general they have more than 800 aircrafts in their fleet. Including in the line, their non-commercial options, such as Delta’s private Jet and charter options. Apart of their product mix are Delta Skymiles from American Express. They not only offer airline travel but a special credit card where you earn rewards with Delta Airlines.

Transitioning into co-branding, American Express is apart of their cooperative branding marketing strategy. In addition to American Express they also co-brand with the Skyteam Alliance. The reasoning behind cooperative branding with these already established companies is because they receive the same advertising treatment and benefit from each other brand equity.

Delta uses its brand to distinguish their company/product from other airlines; Specifically, their now red triangle widget, representing the Greek letter “Delta” from their first jet service. Delta uses this logo to symbolize the speed of jets. This now leads into Trademarks.

Trademarks are the exclusive right to use a brand or part of a brand. Others are prohibited from using the brand without permission. Consequently when a Trademark is used without permission that can lead to Trademark infringement. In a case where Delta Airlines obtained $22 million dollars in a default judgment against a operator of a travel club scheme. Delta alleged that 39 individuals and corporate defendants had violated federal and state trademarks and racketeering statues. They used Delta’s name and trademark without permission. Including the use of Delta’s name and logo on post cards and letters carrying out fraudulent scheme to sell “travel club” membership, creating the impression that Delta had sent them. This information above was gathered form NVflyer.com, which is a review of developments affecting airlines and travel agents written in 2015.