A Study Of EF Language Travel’s Brand Management

EF(Education First) made its fortune with a product called “Language Travel”, which is a hybrid of study-abroad and travel-abroad. Appealed by its success, both language training institutions and travel agencies have been lured into this business. Varied kinds of language travel products are available on the market, most of which share similarity. Given their homogeneity, the brand matters significantly.Brand is the most direct factor to influence a consumer’s purchasing decision making process. Although brand managers launch different tactics doubtlessly, effects are not always cheering. Despite of EF’s sense of adventure, it failed to maximize the influence of its historical brand in a new market place.Therefore, this study aims to investigate the culprit of EF’s ineffective brand management. With the help of Aaker model, it is not difficult to tell that lots of problems are supposed to be solved. First of all, EF shares fairly good brand loyalty and it keeps paying top dollars to inefficient marketing ideas. Shrinking effects and far- fetched co-operations are jeopardizing the situation. What makes worse worst is the quality of its product. Lack of even slight improvement, the perceived brand quality hits the plateau, while other competitors make ways to surpass EF Language Travel creatively.According to the analysis above, this article seeks several practical suggestions for EF Language Travel:(1) to improve marketing approaches, not only its pamphle ts and brochures, but also its outdoor activities, such as the annual education fair, and closely related partners;(2) to improve the quality of its product, focusing on visa application and service in foreign countries;(3) to create better communication management system for multinational teamwork, as communication between multinational members plays a crucial role in such project.