ABSTRACT
Strong brand service companies purposely utilize their brands to define reasons for their existence, allow their brand images to be internalized by employees, and connect with customers’ emotions. Southwest Airlines is one such company that builds, develops and utilizes their strong brand to obtain a unique market position in the highly competitive global market. Southwest Airlines focuses on emotional aspects, rather than skill or technology-based aspects of work. They extraordinarily emphasize heart, which translates to caring for their customers as well as employees. Southwest Airlines’ psychological contract has been playing an important role in order to motivate their employees to project the desired brand image to their customers. Southwest Airlines has obtained their distinctive brand position in consumers’ minds through their employee branding. They have consistently and extensively communicated their mission, values, and desired brand image, which has led to employees’ knowledge and understanding of the desired brand image.
