ClaudeS
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I have to agree with 'beachloveric' in terms of the atrocious service that BA consistently deliver, but nevertheless ... in answer to your query I believe they're still operating with the core objective of maintaining global number one position, expressed as "the world's favourite airline". I don't know where you're writing from, or if that's their global objective, but that's certainly been the push in the UK.
I believe they still have the number one position, but they've suffered significantly since the success of cheap short haul competitors in Europe, like Easyjet and Ryanair, and even British Midlands revamped 'BMI'. With long haul, Virgin and other European competitors have also cut into their, often complacent, market dominance.
Because of this their advertising and marketing has seen a more diluted brand message over the last few years, as they've tried to capitalise on key holiday periods with short term retail offers.
Have you tried the Superbrands website? They often have free introductory brand case studies, which might give you the basic information you're after. My computer's a bit slow right now, but I think it's www.superbrands.com (or ".co.uk"). Good luck! |
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