On April 25th and 26th, 2008, Air China held the Brand Building Workshop on Level 3 of the Comprehensive Building. Organized by the Department of Business and Marketing, the workshop invited experts from the Boeing Branding Marketing Institute to provide training for Air China associates. Participants included He Li, Vice President of Air China, Zhang Lan, Vice President, Hao Yuping, Deputy Director of Service, top leaders of the Business Committee of Air China Commerce Committee, Ground Service Department, Planning and Development Department, Passenger Cabin Service Department, Terminal Management Department, Service Development Department, and various marketing centers and regional headquarters of overseas branches.

Since the company has gained profits in the last few years and emphasized brand awareness, Air China believes it is a good time to focus on the corporate branding strategy with clear brand positioning. During the workshop, brand experts from Boeing provided Air China associates with extensive brand marketing ideas as they have had much success with their brand marketing, particularly with the Boeing 787 Dreamliner, They analyzed and discussed topics such as the current status of the brand image, positioning and marketing, and participants exchanged thoughts on the different channels of successful brand marketing.

Air China believes that brand-building is an important factor in the long-term development of the company. As various departments work together to promote brand image, Air China will usher in greater growth and development.