Research Article

Commercial Product Naming Practice in Thai Airline Business: An Examination of Language Choice and Names Used การตั้งชื่อสินค้าในธุรกิจสายการบินของไทย: การเลือกใช้ภาษาและลักษณะของชื่อ

Article History Narudh Cheramakara1 นรุตน์ จีระมะกร Received: September 14, 2020 2 Revised: December 9, 2020 Jiraporn Kerdchoochuen Accepted: December 10, 2020 จิราพร เกิดชูชื่น Sarawut Jangjaidee3 ศราวุทธ แจ้งใจดี Sucharat Sasipattanawong4 สุชารัตน์ ศศิพัฒนวงษ์

Abstract Since the liberalisation of domestic airline industry in in 2001, the airlines have shifted its revenue sources from predominantly air-fare based to ancillary services in both Full service and Low cost operators. This necessitates the launch of various products and services which are ticket and non-ticket related whereby such products need to have names that are attractive and easy to understand. This study examines the product naming practices among Thai domestic airline operators in terms of language choice and the use of branded product terms against generic product terms. The data of products’ names were

1 School of Humanities and Tourism Management, University คณะมนุษยศาสตร์และการจัดการการท่องเที่ยว มหาวิทยาลัยกรุงเทพ E-mail: [email protected] 2 School of Humanities and Tourism Management, Bangkok University คณะมนุษยศาสตร์และการจัดการการท่องเที่ยว มหาวิทยาลัยกรุงเทพ E-mail: [email protected] 3 School of Humanities and Tourism Management, Bangkok University คณะมนุษยศาสตร์และการจัดการการท่องเที่ยว มหาวิทยาลัยกรุงเทพ E-mail: [email protected] 4 School of Humanities and Tourism Management, Bangkok University คณะมนุษยศาสตร์และการจัดการการท่องเที่ยว มหาวิทยาลัยกรุงเทพ E-mail: [email protected]

ปีที่ 40 ฉบับที่ 2 กรกฎาคม-ธันวาคม 2563 95 collected from airline’s websites and offline media. A total of 116 products were offered by seven airlines that serve domestically as of December 2019. English language was found to be used more frequently than Thai for domestic airline product naming at 54.31% despite the fact that Thai has an official language status in the country. The use of branded names was found to be more popular than generic names at 54.31% or 63 products out of 116. Furthermore, this study attempted to identify the pattern in language choice and branded product usage. Nevertheless, it was found that there are no consistencies regarding the language used and name used in any of the seven airlines examined. Air operators were recommended to consider a more consistent approach to their product naming practices.

Keywords: Product Naming, Airline, Branding

บทคัดย่อ การที่เส้นทางการบินภายในประเทศไทยได้เริ่มมีการแข่งขันได้อย่างเสรีได้ตั้งแต่ปี พ.ศ. 2544 ท�ำให้สายการบิน ทั้งประเภทที่ให้บริการเต็มรูปแบบและสายการบินต้นทุนต�่ำต่างมีการหารายได้จากค่าสินค้าและบริการอื่นที่นอกเหนือจาก ค่าบัตรโดยสาร แต่ละสายการบินจ�ำเป็นต้องน�ำเสนอผลิตภัณฑ์และตั้งชื่อสินค้าและบริการให้น่าสนใจและเข้าใจได้ง่าย งานวิจัยนี้ศึกษาการตั้งชื่อสินค้าและบริการของสายการบินในประเทศไทยที่ให้บริการการบินเส้นทางภายในประเทศ ในแง่ ของภาษาที่ใช้และลักษณะของการใช้ชื่อทั่วไปหรือชื่อเฉพาะกับสินค้าและบริการ งานวิจัยนี้เก็บข้อมูลจากสินค้าและบริการ ที่วางจ�ำหน่ายทั้งรูปแบบออนไลน์และออฟไลน์ โดยเก็บข้อมูลสินค้าและบริการ จ�ำนวนทั้งหมด 116 ชนิด จากสายการบิน ที่ให้บริการเส้นทางบินภายในประเทศ จ�ำนวน 7 สาย ในเดือนธันวาคม พ.ศ. 2562 ผลงานวิจัยพบว่า มีการใช้ภาษาอังกฤษ ในการเรียกชื่อสินค้าและบริการร้อยละ 54.31 ซึ่งมากกว่าภาษาไทยซึ่งเป็นภาษาประจ�ำชาติที่มีร้อยละ 45.69 นอกจากนี้ ยังพบว่า การตั้งชื่อเฉพาะได้รับความนิยมมากกว่าการตั้งชื่อทั่วไป โดยมีสินค้าและบริการ จ�ำนวน 63 จาก 116 ชนิดที่ตั้งชื่อ เฉพาะ คิดเป็นร้อยละ 54.31 นอกจากนี้ งานวิจัยชิ้นนี้ยังได้พยายามระบุรูปแบบในการเลือกใช้ภาษาและการตั้งชื่อ แต่พบว่า การตั้งชื่อสินค้าและบริการของสายการบินทั้ง 7 สาย ไม่มีรูปแบบที่แน่นอน ผู้วิจัยจึงมีข้อเสนอแนะให้สายการบินหารูปแบบ ในการตั้งชื่อเพื่อป้องกันความสับสนและเป็นการเพิ่มโอกาสในการขายสินค้าและบริการ

ค�ำส�ำคัญ: การตั้งชื่อสินค้า สายการบิน ตราสินค้า

Introduction in 2004 to compete with Thai AirAsia, The liberalization of Thai airline industry in Thai from Indonesia in 2013, and Thai VietJet 2001 (Pasupa & Cheramakara, 2019) enabled airline from in 2015 (CAPA Centre for Aviation, operators to compete freely in the domestic market. n.d.a; CAPA Centre for Aviation, n.d.b; CAPA Centre This ended Monopoly over all domestic for Aviation, n.d.c; CAPA Centre for Aviation, n.d.d). routes in which the network was reduced to only Air passengers in Thailand have also been increasing, three domestic destinations in 2019 (Thai Airways Public Company Limited (2019) International, 2019a). Thai airline industry witnesses reported that its airports handled 143,018,141 dramatic changes in the competitive landscape passengers in 2019 which slightly increased from with the introduction of low-cost carriers (LCCs) in 140.47 million in 2018. the kingdom. The first LCC was Thai AirAsia from The introduction of LCCs business model in which launched its operations in 2003. Other Thailand intensifies the competitive nature of the airlines soon followed with Thai Airways International industry. Traditionally, airlines had been relying on Public Co., Ltd. launching its budget operation air fare as the main source of revenue. However,

วารสารนักบริหาร 96 Executive Journal the LCCs model which emphasises cheap air fares A report produced by Education First (2019) forcing airlines to rely on revenues from ancillary stated a ‘low proficiency level’ of English among services for financial success. This results in airlines Thai public which placed Thailand at number 74 out offering flight-related products such as seat-selection, of 100 nations. Hence, there is a need to balance checked luggage, in-flight meals sales, front row between the use of branded names and generic seats, etc. Non flight-related ancillary revenues names along with the language choice for product include hotels, car rentals, travel insurance, etc. naming for effective communication and revenue Additionally, both full-service carriers (FSCs) and opportunities. Despite the importance of product LCCs also offer traditional products such as lounges, naming in the airline industry, there has yet to be cabin classes, and fare structures. It is clear that an empirical study specific to the airline context. As products and services offered by airlines are not only far as the authors are aware, existing literatures only increasingly competitive but also highly complicated cover other sectors. particularly to the infrequent travellers. Pasupa Hence, this exploratory study was conducted and Cheramakara (2019) reported that Thai airline to answer two research questions a) what are the passengers are concerned about making mistakes differences in the use Thai and English in airline when purchasing airline products as it may result product naming practices and b) Are there any in financial penalties or involuntary purchase of differences in the use of branded versus generic unwanted ancillary products. This raises the issue names among Thai domestic air carriers? The study of the importance of product naming. sets out to identify patterns and differences among There are two main considerations in product air carrier operators from both the FSCs side which naming practice. First, the ease of understanding are Thai Airways International, Airways, of the product. Given the complexity of airline and ; and the LCCs which are Nok products and purchasing processes, the names must Air, Thai AirAsia, , and Thai VietJet. The be easily understood and communicate effectively assessment included the choice of language, generic to the prospective customers in terms of product names and branded names along with consistencies propose, description, and attributes (Harvey, 2019). in naming practice of all Thailand’s domestic The second consideration is brand communication operators by naming its products that reflects the brand of the company (Hodgson, 2019). It must be noted that with Literature review: the exception of Nok Air, all LCCs in Thailand are part The importance of product naming of larger international airline groups, namely; Thai Naming a product or service is a crucial AirAsia, Thai Lion Air and Thai VietJet (CAPA Centre stage in marketing especially in a business with for Aviation, n.d.b; CAPA Centre for Aviation, n.d.c; multicultural customers. Names are an important CAPA Centre for Aviation, n.d.d). These airlines must element for brand communication because they pay attention to consistencies in terms of products are the first things from which customers can and services along with the branding. Furthermore, a perceive the product information (Snodin, Higgins, & choice of language must also be taken into account. Yoovathaworn, 2017). The brand name can enhance Thai is the official language of Thailand and used image perception and the product quality (Keller, in daily communication which can be at odds with Heckler, & Houston, 1998). Consumers are likely to the English language which dominates the airline purchase products that they are more familiar with industry. or those that they are certain about the qualities

ปีที่ 40 ฉบับที่ 2 กรกฎาคม-ธันวาคม 2563 97 (Cheung & Chan, 2008). There were tremendous brand may create a sense of belongings and strong studies investigating the powerful effects of bonding between a company and its customers. products’ names on customers’ perceptions. Irmak, Sometimes product nicknames or branded names Vallen, and Robinson (2011) explored the impact of are used in brands’ marketing campaigns to replace product names on consumers’ food evaluations and generic names, to increase consumer psychological consumption and found that dieters perceived the ownership and more positive product evaluation due food with unhealthy names to be less healthful and to their friendly nature and easiness to remember less delicious. Most customers do not spend much (Lin & Chen, 2020). time studying the product details and descriptions In business, branded names are often used as before their purchase; thus, a memorable and an affectionate name given by brands to substitute meaningful brand name which can be recalled easily generic names that are too common among is more persuasive to those customers. other business competitors. Using branded names specifically for a product or service, consequently, Product naming techniques: Generic names VS helps increase customers’ brand recognition. branded names Numerous examples of branded names usage The brand name is one of the most significant for products can be witnessed across countries factors to make the product popular and successful. nowadays. In Thailand, for example, branded Brand names should be inherently memorable names are used predominantly with various types and facilitate recall or recognition in consumption of products, particularly in hospitality business. and purchase or their meanings should be strong, Banyan Tree hotel in Thailand names its luxurious favorable, and unique (Keller et al., 1998). Companies room types as Horizon, Oasis Retreat, Serenity Club usually choose the names that fit with the product for river view deluxe, city view deluxe, and executive and are well-liked because they can increase the deluxe respectively, while So Sofitel Hotel prefers product’s favorable evaluations. Branded names calling its rooms as SO Cozy room for a twin room, used in this study refer to the product names SO Comfy room for a king room, or SO VIP Duplex specifically created by the company to reflect Suite for an executive suite. Hence, selecting branded the brand identity and image. Branded names, names over generic names helps enhance brand therefore, are original and unique. Generic names, recognition and create memorable experiences for on the contrary, are general names used to describe customers. products’ features. Although generic names are not unique, they are easy to understand. The use of English language in commercials: Pros Considering naming rituals in families, parents and cons in various cultures name their children with first English brand names can also increase the names or even nicknames to show their children sense of global standard as it is an international identities and signify a family bond and belongings language. Using English language in commercials (Kenny, 2014). Nicknames can help express has increased a global look which in turn signals affection and show emotional connection among the global quality of the products. Chang (2008) family members; people use nicknames to express explored Taiwanese advertising and argued that closeness. This family activity then indicates the great there were two effective ways to increase the global power of naming. Similar to family naming, a product perceptions of a brand when marketing in East Asia with a special name designed only for a particular which were the use of Western models and English

วารสารนักบริหาร 98 Executive Journal brand names. Although the products are only sold and Thai identity although some names were only locally, the use of English brand names encourages understandable among Thais. The limitation of the the customers to perceive the product as a global use of English language in Thai commercials is due brand. As Chang (2008) stated, “An international to the lack of language proficiency. global image creates an impression of technology As English is still considered a foreign language advancement, workmanship, and prestige” (p. 201). in Thailand, language barrier is common. The use Not only in East Asia, Harris, Garner-Earl, Sprick, of English language in products and services can and Carroll (1994) also conducted experiments in offer disadvantages to customers who lack English Europe examining college students’ reactions to language proficiency. In addition, there are many advertisements for products with English, French, cases where English names used for Thai products German, and Spanish names, and found that most violate English grammar rules. Some English language students preferred English names. While many used in Thai commercials deviates from standard studies suggested the preferable use of English English such as using false structures as a result of language in products and services, some customers interference between Thai and English language prefer brands in their native language. Gerritsen, (Yuvajita, Tayjasanant, & Sungkaman, 2018). Although Korzilius, Meurs, and Gusbers (2000) conducted a these patterns can be well understood by Thais, research study on customers’ attitudes towards foreign customers may find them confusing and English commercials in the Netherlands, and found reduce their purchasing interests. that all research participants expressed negative attitudes towards English used in the commercials Naming practice in the aviation industry due to their lack of understanding. The use of English Due to the business competition and economic language for commercial purposes in some countries regression, aviation business can no longer rely solely are therefore questionable because it may lead to on revenues from airfares. The demand for aviation miscomprehension rather than business success. products, services, and facilities is increasing to help the business survive. Aviation products, services, and The use of English in commercial context in facilities can be divided into three main categories: Thailand aircraft, passengers and crew, and facilities (National Nowadays, English is used in an increasing Academies of Sciences, Engineering, and Medicine, domain such as education, business, advertising and 2012). In order to make these products and services so on. In Thailand, English used as a foreign language fully established in the market, naming practice has gained an important role in different areas plays an important role. There was an evidence that including professional advancement and business many products failed due to naming mistakes; for functions (Hiranburana, 2017). Many English terms example, Mitsubishi had to change its Pajero model are being used more prevalently and sometimes into Montero in a Spanish speaking countries because replacing the Thai equivalents. Snodin et al. (2017) Pajero is a taboo word in Spanish (Derexel & Gerlica, have investigated the names given to Thai local 2014). Different names are made to call aviation community products: food, drinks, clothing and products ranging from the ticket and seating types, accessories, handicrafts and ornaments, and inedible and non-ticket products ranging from menus, in-flight herbs; and also the use of English language in product shops, hotels booking service, car rental service, names in Thailand. The study indicated that Thai shuttle service, in-flight magazines, airport lounges, product names in English reflected language creativity privilege cards, partner deals, etc. Passengers can

ปีที่ 40 ฉบับที่ 2 กรกฎาคม-ธันวาคม 2563 99 select the airline and its products from the names of naming practice. This study listed all commercially that convey the qualifications and characteristics. available products and services provided by seven Some airlines use generic names for their products airlines for data analysis which were categorised into and service while many prefer branded names to flight and non-flight products. reflect their brand identities. A total of 116 product names were collected during October to December 2019, 69 of which are Research design and methodology LCCs’ and 47 are FSC’s. The products were arranged This study covered all scheduled airlines that in line with a typical air passenger journey. This operate domestic flights within Thailand. Seven included reservation, ancillary revenue options, pre- airlines in total were included. Three FSCs were Thai flight, in-flight and post flight stages. These data were Airways International (THAI) which is the flag carrier then assessed for frequencies and percentages of of Thailand with Thai Ministry of Finance acting as a product naming practice in terms of language choice major shareholder (Thai Airways International, 2019a), and branded names. The comparisons were then Thai Smile Airways which is a wholly owned regional made between FSCs and LCCs, Thai owned carriers subsidiary of Thai Airways, and Bangkok Airways which and foreign subsidiaries along with individual airlines branded itself as ‘Asia’s ’. Four LCCs to identify patterns emerged. in this study were Nok Air in which Thai Airways has 13.28% stake (Stock Exchange of Thailand, 2020), Overall results Thai AirAsia, a part of Malaysia’s AirAsia Berhad, Thai The products were categorized into ticket Lion Air, a part of Indonesia’s , and related products which are any products and services Thai VietJet which is a subsidiary of Vietnam’s Vietjet available during the ticketing-booking process (e.g. Air (CAPA Centre for Aviation, n.d.b; CAPA Centre for fare class name, premium seat selection, luggage Aviation, n.d.c; CAPA Centre for Aviation, n.d.d). fee) and non-ticket products which are other Data on commercial product naming were products and services unrelated to ticket booking collected from both online and offline sources. (e.g. car rentals, hotel bookings, packaged holidays, On-line sources included websites and mobile in-flight meals and souvenirs, etc.). A total of 116 applications where process began with booking products were included in the analysis. Nok Air offers stage to identify ticket-related products. The data the largest number of products which is 27. The collection then progressed to explore the website second place is Thai Airways offering 18 products and applications to identify other products available and services, and closely followed by Thai AirAsia for purchase. The offline sources were based on and Bangkok Airways, each carrier of which offers 17 promotional and in-flight literatures. The content products. Thai Lion Air has 13 products while Thai analysis employed a research tool, the coding sheet, VietJet and Thai Smile Airways each contains 12 which was used to record the product names. The products. It was found that LCCs use English more names were categorised into ticket and non-ticket frequently at 57.97% comparing to FSCs at 48.94%. related products. Each product were recorded in Similarly, this study found that the LCCs use branded terms of language (Thai or English) and product names more frequently at 60.87% compared to names (branded or generic). The data were then FSCs’ use at 44.68%. The full details are reported analysed to find the frequency and percentage value in Table 1.

วารสารนักบริหาร 100 Executive Journal Table 1 Overall results Numbers of Products Language and Product Types (Percentage) Name Used LCCs FSCs Total 29 24 53 Thai (42.01) (51.06) (45.69 40 23 63 Language English (57.97) (48.94) (54.31) 69 47 116 Grand Total (100.00 (100.00) (100.00) 42 21 63 Branded Names (60.87) (44.68) (54.31) 27 26 53 Branding Generic Names (39.13) (55.32) (45.69) 69 47 116 Grand total (100.00) (100.00) (100.00) Source: Bangkok Airways (n.d.), Nok Air (2018), Thai AirAsia (2019), Thai Airways International (2019b), Thai Lion Air (n.d.a), Thai Lion Air (n.d.b), Thai Smile Airways (2019), Thai VietJet (n.d.a), Thai VietJet (n.d.b), Thai VietJet (n.d.c)

The products were categorized into ticket Thai Lion Air has 13 products while Thai VietJet related products which are any products and services and Thai Smile Airways each contains 12 products. available during the ticketing-booking process (e.g. The full details are reported in Table 1. fare class name, premium seat selection, luggage fee) and non-ticket products which are other Language choice products and services unrelated to ticket booking In terms of language choice, English is found (e.g. car rentals, hotel bookings, packaged holidays, to be more popular than Thai whereby 63 or 54.31% in-flight meals and souvenirs, etc.). A total of 116 of the products are named in English while the products were included in the analysis. Nok Air offers remaining 53 of 45.69% are in Thai. FSCs favour the the largest number of products which is 27. The use of slightly over English at 51.06% second place is Thai Airways offering 18 products for the former and 48.94% for the latter. LCCs were and services. This is closely followed by Thai AirAsia found to use English more often than Thai at 57.97% and Bangkok Airways, each carrier offers 17 products. against 42.01%.

ปีที่ 40 ฉบับที่ 2 กรกฎาคม-ธันวาคม 2563 101 Table 2 Language choice Numbers of Products (Percentage) Product Language Thai Types Used Nok Thai Thai Thai Thai Bangkok Total Total Smile Total Air Lion Air AirAsia VietJet Airways Airways LCCs FSCs Airways 5 2 0 1 5 2 7 8 14 22 Thai (35.71) (40.00) (0.00) (25.00) (45.45) (28.57) (70.00) (25.81) (50.00) (37.29) 9 3 8 3 6 5 3 23 14 37 Non-Ticket English (64.29) (60.00) (100.00) (75.00) (54.55) (74.43) (30.00) (74.19) (50.00) (62.71) 14 5 8 4 11 7 10 31 28 59 Total (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) 7 3 6 5 4 3 3 21 10 31 Thai (53.85) (37.50) (66.67) (62.50) (57.14) (60.00) (42.88) (55.26) (52.63) (54.39) 6 5 3 3 3 2 4 17 9 26 Ticket English (46.15) (62.50) (33.33) (37.50) (42.88) (40.00) (57.14) (44.74) (43.37) (45.61) 13 8 9 8 7 5 7 38 19 57 Total (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) 12 5 6 6 9 5 10 29 24 53 Thai (44.44) (38.46) (35.29) (50.00) (50.00) (41.67) (58.82) (42.01) (51.06) (45.69) Combined 15 8 11 6 9 7 7 40 23 63 English Products (55.56) (61.54) (64.70) (50.00) (50.00) (58.33) (41.18) (57.97) (48.94) (54.31) Grand 27 13 17 12 18 12 17 69 47 116 Total (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) Source: Bangkok Airways (n.d.), Nok Air (2018), Thai AirAsia (2019), Thai Airways International (2019b), Thai Lion Air (n.d.a), Thai Lion Air (n.d.b), Thai Smile Airways (2019), Thai VietJet (n.d.a), Thai VietJet (n.d.b), Thai VietJet (n.d.c)

Based on the results, there are no consistent respectively. Interestingly, Thai Airways and patterns emerged in the aspect of language use. Thai VietJet both have a 50-50 split in Thai and Thai AirAsia has the highest proportion of English English choice while Bangkok Airways is the only usage at 64.70%. All non-ticket products of airline that Thai language dominates product Thai AirAsia are in English. For example, the names at 58.82%. Frequents flyers programme, packaged holiday branded as ‘AirAsiaGO’, the travel insurance and in-flight shoppings are in-flight magazine is named ‘Travel 3-sixty’ and the the three products that all airlines use English name in-flight souvenir service is called ‘AirAsia Collection’. (if the product is available). There is no product Further examples are available in Table 3. This that every airline uses Thai language for product is followed by Thai Lion Air, Thai Smile Airways naming. (See Table 3 for example.) This study and Nok Air at 61.54%, 58.33%, and 55.56%, also found that foreign-owned LCCs (Thai AirAsia,

วารสารนักบริหาร 102 Executive Journal Thai Lion Air and Thai VietJet) favored the use of Thai Lion Air used higher proportion of English at English language in non-ticket products of 100, 60, 62.50%. The remainders opted to use Thai names 75%, respectively to maintain consistencies with for ticket-related products. their foreign owners’ business. Nevertheless, only

Table 3 Examples of airline products Airlines Frequent Flyer In-flight Magazine Travel Insurance Inflight Shopping Nok Air Nok Fan Club Jib JIb Nok Sure Nok Shop Thai AirAsia AirAsia BIG Travel 3-sixty Tune Protect Travel AirAsia Collection Thai Lion Air - Lion Mag Lion Care - Thai VietJet - One2 Fly Travel Care Skyshop Thai Airways Royal Orchid Plus Sawasdee Thai Travel Safe Thai Shop Thai Smile Airways - WE Magazine WE Care Smile Shop Bangkok Flyerbonus Fah-Thai Protective Wings In-flight Variety Source: Bangkok Airways (n.d.), Nok Air (2018), Thai AirAsia (2019), Thai Airways International (2019b), Thai Lion Air (n.d.a), Thai Lion Air (n.d.b), Thai Smile Airways (2019), Thai VietJet (n.d.a), Thai VietJet (n.d.b), Thai VietJet (n.d.c)

Table 4 Branded VS generic names results Numbers of Products (Percentage) Product Name Thai Types Used Nok Thai Thai Thai Thai Bangkok Total Total Smile Total Air Lion Air AirAsia VietJet Airways Airways LCCs FSCs Airways Branded 8 4 7 4 5 7 5 23 17 40 Names (57.14) (80.00) (87.50) (100.00) (45.45) (100.00) (50.00) (74.19) (60.71) (67.77) Generic 6 1 1 0 6 0 5 8 11 19 Non-Ticket Names (42.86) (20.00) (12.50) (0.00) (54.55) (0.00) (50.00) (25.81) (39.29) (32.22) 14 5 8 4 11 7 10 31 28 59 Total (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) 12 6 0 1 1 1 2 19 4 23 Branded (92.31) (75.00) (0.00) (12.50) (14.29) (20.00) (28.57) (50.00) (21.05) (40.35) Names

Ticket Generic 1 2 9 7 6 4 5 19 15 34 Names (7.69) (25.00) (100.00) (87.50) (85.71) (80.00) (71.43) (50.00) (78.95) (59.65) 13 8 9 8 7 5 7 38 19 57 Total (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00)

ปีที่ 40 ฉบับที่ 2 กรกฎาคม-ธันวาคม 2563 103 Table 4 Branded VS generic names results (continued) Numbers of Products (Percentage) Product Name Thai Types Used Nok Thai Thai Thai Thai Bangkok Total Total Smile Total Air Lion Air AirAsia VietJet Airways Airways LCCs FSCs Airways Branded 20 10 7 5 6 8 7 42 21 63 Names (74.07) (76.92) (41.18) (41.67) (33.33) (66.67) (41.18) (60.87) (44.68) (54.31) Combined Generic 7 3 10 7 12 4 10 27 26 53 Products Names (25.93) (23.08) (58.82) (58.33) (66.67) (33.33) (58.82) (39.13) (55.32) (45.69) Grand 27 13 17 12 18 12 17 69 47 116 Total (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) (100.00) Source: Bangkok AIrways (n.d.), Nok Air (2018), Thai AirAsia (2019), Thai Airways International (2019b), Thai Lion Air (n.d.a), Thai Lion Air (n.d.b), Thai Smile Airways (2019), Thai VietJet (n.d.a), Thai VietJet (n.d.b), Thai VietJet (n.d.c)

Branded and generic names designated code ‘WE’ and the word ‘smile’ for their As for the use of branded and generic product product branding. The practice of using the airline names. This study found that the practice of using name as the part of product naming also appears branded name for products is more popular than on Thai Airways and Thai Lion Air (See Table 3). On using generic names. A total of 63 out of 116 products the other hand. Bangkok Airways and Thai VietJet were given branded names which are accounted for were found to deviate from the use of its names 54.31% while the remaining 53 products or 45.69% as part of the brand. For example, Fah-Thai (Thai were given generic names. LCCs were found to Sky) for Bangkok Airways’ in-flight magazine and employ branded names on their products more Sky-boss for Thai VietJet priority service. Similar to often at 60.87% while FSCs use generic names more the language choice, this study found no consistent frequently at 55.32%. Thai Lion Air has the highest pattern or branded and generic names among Thai proportion of branded names at 76.92% which is air operators. closely followed by Nok Air at 74.07%. Thai Smile Airways stood at the third place at 66.67%. The Discussions remainders were found to use generic terms more The key findings from this study are that all in which the highest user of generic names is Thai air operators indicated in the study used a mixed Airways at 66.67%. Table 3 provides examples of method in applying both language choice, Thai and branded names. Nok Air (The word ‘Nok’ means English, and also both generic and branded naming ‘bird’ in Thai) uses the word Nok with most of its practices. Every airline was found to combine products and services. For example, front row seats the practices depending on the products offered. are branded ‘Nok Premium Seat’, elite frequent flyer However, it found two areas of differences between members are called ‘Nok Smile Plus’ and the priority FSCs and LCCs naming practice. First, LCCs were boarding service is called ‘Nok First’, etc. Thai Smile favoured the use of English over FSCs. Second, the Airways was found to favour the use of its airline higher branded product naming in LCCS over FSCs.

วารสารนักบริหาร 104 Executive Journal The overall results found the marginally higher use For example, Thai AirAsia uses the brand ‘Santan’ of English language for Thai airline product name for its in-flight meals and beverage service which is is not unexpected as English is the main language the same brand with its Malaysian owner. This has for the aviation industry (International Civil Aviation no meaning to Thai audience. Another example is Organization, 2003). Various aviation-related English Nok Air which branded its infant transportation fee as borrowed words entered Thai vocabulary. The ‘looknok’ which is translated as baby-bird in English. examples are ‘boarding pass’, ‘check-in’, ‘gate’, etc. The key point of consideration for air carriers This is in line with the existing empirical evidence is that it should consider adopting product naming which reports an increasing prevalence in the use standards within the airline to ensure consistency of English language for product naming in Thailand of language option and branded names. Particularly (Hiranburana, 2017; Snodin et al., 2017). for the foreign-own companies to ensure that It is imperative that airlines must take into local population clearly understand the meaning account of the English language proficiency among of the name. The consistency in product naming its existing and potential customers. An English can improve the brand perception, ease of use proficiency report by EF places Thai population at and customer experience (i.e. to reduce potential a ‘low-proficiency’ level. This means that the use of mistakes and improve customer’s confident in English language may cause confusions and mistakes product buying). One constraint of this study that and can be off putting to passengers particularly on the reliability test for the coding form was not LCCs (Pasupa & Cheramakara, 2019). One example performed. Furthermore, there is an opportunity is Nok Air which uses the name Fly ‘n’ Ride for its for future researches in both qualitative and ground transportation connection service. Passengers quantitative approaches to examine the current level who lack English proficiency may not understand this of understanding of product naming in Thai airline term. industry from the perspective of domestic airline The examination of the use of branded versus users on how naming practice affects customer’s generic names also found that all airlined included understanding of the product offered and buying in the study employed a mixed method in naming behaviours. practice. It found marginal popularity of branded product name at 54.31%. This study found that Nok Air, Thai Smile Airways, Thai Airways, and Thai AirAsia partly incorporated their names into some of References the products as shown in Table 3. On the contrary, Bangkok Airways and Thai VietJet were found not Airports of Thailand Public Company Limited. to incorporate their name into the product naming. (2019). Air traffic report. Retrieved One prominent feature of Thai aviation market is the October 15, 2019, https://www. presence of three foreign-originated airlines which airportthai.co.th/wp-content/ are Thai AirAsia, Thai Lion Air and Thai VietJet. These uploads/2020/08/Report-2019.pdf carriers share branding, products and services with Bangkok Airways. (n.d.). Travel information. its foreign owners which results in the airline using Retrieved October 15, 2019, from the same branded product name. The issue that https://www.bangkokair.com/eng/ operators must consider is the potential confusions. travel-information

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