Our Brand is not just a sign, a logo or a colour, nor the advertising we do. While these are elements of a brand, an actual brand – our Brand is something much bigger and more valuable. It’s the image and reputation of the entire company. It is the reason why people choose us. It represents our ambition, performance, culture, personality, products and services and the way these are delivered. It is the sum of all the experiences people have of us.
The Airbus Trademark (wordmark) is the core brand and the Airbus logo displays this as our unified corporate brand for all our worldwide Airbus activities and businesses. It represents the whole company’s brand identity both internally and externally, including its divisions or other subsidiaries worldwide. It is also our global employer brand.
The Airbus Brand, including all sub-brands, is a valuable asset that is key for providing a strong and resilient representation of our businesses’ success to our external stakeholders and employees.
We want our audiences to recognise and get to know our brand. That can only happen if our brand is clearly, consistently and coherently applied, wherever in the world. Our goal is to create a coherent, compelling and authentic brand story that our audiences can understand and believe in.
When you think about it that way, you can see that we all have a part to play in the success of our brand – our Airbus. It’s up to all of us to help it grow and become strong. Every interaction we have with people is an opportunity to build our brand. To layer our unique story around the technology we create. Doing this consistently over time will ensure our brand remains robust and well placed to grow stronger. And stronger brand value increases the financial value, profitability, and attractiveness of our company, both internally and externally.
At Airbus, we will do our best to build and strengthen our brand (and owned brands), brand awareness and brand recognition. We need to protect this brand identity. We need to safeguard consistency internally as well as externally and to maintain a clear, recognizable, unambiguous brand identity and hierarchy.
Brand Governance and Processes
Names are a very important part of branding and marketing. A name can guide customer orientation and provide consistency across a wider portfolio of products. A name can also give a product a greater meaning and differentiation vs. the competitive set.
Please find the document that will show you different approaches for name developments here (only available for Airbus employees). Furthermore, we would like to show you the most important considerations to follow in developing names.
While a brand is a corporate image that builds over time and is a reputation of quality in the eyes of customers, a trademark is legal protection of the brand, granted by the Trademark and Patent Office.
Whereas a brand helps to identify the company and its products or services, the trademark helps to prevent competitors from stealing the brand image or creating substantially similar identities to create marketplace confusion.
To support you regarding trademark registrations, please send your request to the Brand Management team.