Brand image plays an important role on the success in a service business like air line business. For this reason, there must be a good perception and reputation on Lion Air for customer in outsides Indonesia when implementing global strategy. Eventhough customers in Indonesia had accepted Lion Air as a trusted and low cost carrier, it is essential for Lion Air to strengthen this perception to its global brand in order to compete with other brands like Air Asia, JetStar, Tiger Airways globally.
Therefore, Lion Air added 60 brand new Boeing 737-900ERs to meet customer expectation of safety. Furthermore, Lion Air also cooperates with Boeing as their auditor in order to improve their safety standards to meet international standards. Lion Air is the first air line in the world that using the new Boeing 737-900ER. From this point, Lion Air image as a premium low cost carrier will incline.