China Airlines

Our multiyear partnership with China Airlines (CAL) has consistently provided strategic insights that shape both the airline’s brand and key business initiatives. Across multiple identities (Interbrand SE Asia, Chapter & Verse, and Yonder Consulting, now unified as Sage & Saga), we served as trusted advisors, rapidly mobilizing to support China Airlines through complex brand, reputation, and ESG challenges.

Strategic insights

• Identifying the gap between current stakeholder perceptions and the desired brand positioning, allowing for targeted activation strategies across customer experience, internal engagement, and communications

• Highlighting opportunities for sustainability leadership within the sector, helping to prioritize ESG initiatives that genuinely set CAL apart from its peers

• Recognizing strengths in service excellence and national pride, which inform both brand storytelling and employee engagement programs.

Since 2018, our discovery-led approach has annually pinpointed perception gaps and opportunities, leading to a clearer expression of CAL’s brand purpose—to be recognized not just as a carrier but as a symbol of Taiwan’s global presence and an innovator in sustainable aviation.

Outcomes and impact

CAL’s commitment to ESG, guided by our advice on DJSI (Dow Jones Sustainability Index) submission, has consistently earned it a spot on the DJSI Emerging Markets Index since 2019, with notable improvements in industry rankings for Corporate Governance, Climate Strategy, and Stakeholder Engagement. The airline has received regional DJSI awards and multiple placements in global sustainability rankings—showing that its brand and ESG efforts now resonate with investors and markets. A refreshed brand narrative, adopted from the C-suite to front-line teams, has strengthened internal alignment and increased advocacy from brand ambassadors across CAL’s network.

With Sage & Saga’s ongoing support, China Airlines has strengthened its brand and business resilience, inspiring confidence across its global ecosystem and setting new standards for sustainability and leadership in the industry.

We continue to work with China Airlines to reshape its global presence in a highly competitive market, emphasizing consistency, flexibility, and pride within one of aviation’s most iconic brands.

Reach out to us to see how we can help you tackle your biggest growth challenges.