Our brand is not just a sign, a logo or a colour. While these are elements of a brand, our brand is something much bigger and more valuable. It’s the sum of all our actions and decisions we make every day with the intent to be recognised. It is the reason why people choose us. It represents our ambition, our purpose, our products and services and the way these are delivered. Our brand comes to life through all our interactions.
The Airbus Trademark (wordmark) protects our core brand and the Airbus logo displays this as our unified brand sign 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 to attract and retain talent.
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.
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.