To investigate the impact of MH 370 and MH17 disasters on the reputation and brand of Malaysian Airlines in order to propose recommendations and strategies on how the airline can recover its reputation

Aim-
To investigate the impact of MH 370 and MH17 disasters on the reputation and brand of Malaysian Airlines in order to propose recommendations and strategies on how the airline can recover its reputation.

Objectives
1. To define the concept of the term branding / reputation.
2. To identify the key criteria that makes up branding / reputation within the context of the aviation industry.
3. To examine how the MH370 and MH17 incidents had an impact on Malaysia Air’s brand and reputation.
4. To offer recommendations on how the airline can recover its brand and reputation.
In relation to your objectives, I would look to firstly define the concept of branding / reputation and then apply this within the context of the aviation industry looking closely at airlines.
From here I would look to examine and identify how a crisis can affect the image, reputation and brand of an airline so you can identify the key criteria that constitutes effective reputation management within a crisis. These sections would represent your lit review.

The themes from your literature review can then be used to create an audit where you can examine how Malaysian Airlines performed in the wake of both incidents to assess what they did well and what they lacked in relation to their response – this would represent your findings and discussion section.
From completing this audit, you can then look to generate recommendations and strategies which will form the conclusion section of your dissertation.
Further information:
• Only secondary research required
• 120 references excluding 10,000-word count
• If necessary the above objectives may be altered