Bizav Has an Image Problem, Survey Says

A study released recently by international communications agency Citigate Dewe Rogerson indicates that business aviation has an image problem. Just one in three business aviation professionals surveyed for the study—“The Growing Importance of Branding in Business Aviation"—believe the sector has a positive image, while 64 percent describe its image as either “negative” or “neutral.”

The study also revealed that just 9 percent of those surveyed believe the industry is “very effective” at communicating its benefits, including economic growth contributions and job creation. When it comes to aviation coverage in the mainstream media, two thirds believe the sector gets media coverage only when there has been a crash or scandal. Further, 56 percent said the recent publication of the Panama Papers had a negative effect on the industry’s image, while only 13 percent believe the sector subsequently did “a respectable job” in defending its reputation.

Just 11 percent of those surveyed think business aviation companies have been “very effective” in developing their brands, and about 44 percent believe these companies are hampered by the poor image of the industry.