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The focal objective of these messages must communicate a common “look and feel” to support an “umbrella” brand name—Cunard and then tactical promotions can follow. In other words, excellence and elegance should dominate all of the firm’s communication activities. To focus on this image of luxury, however, it is best for Cunard to eliminate the two 4-star ships (Cunard Countess and Princess).
Short-term sales stimulation or sales promotion in response to competitors and economic recession may shift Cunard’s image towards that of less excellence and less elegance. For Cunard’s target markets—those in the top 3% to 5% income, the determining factor affecting traveling is not price because these consumers are not price sensitive, but rather because of the post war effect (see Exhibit 1)...
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