Case study

On
Re-Branding British
Airways
ABOUT BRITISH AIRWAYS
• British Airways was founded on 31 March 1974.
• The airline with the imperial demeanour is hated by its rivals
and its admired by its customers and rivals both.
• British Airline is the flag carrier airline of the United
Kingdom ,headquaters in London ,England.
• The airline was known to be Punchual like
Lufthansa,innovative like Delta,bringing up market products
like Club class and because its widespread .
• Buckingham Palace,Beefeaters,Bigben and London Bridge all
merge together to form one.
• It was known for its service ,good food and wine.
 During the eighties and nineties ,British Airways loaded it over the
skies under these two.
 They had phenomenal promotions and advertisements with award
winning advertisement agency Saatchi and Saatchi.
 Saatchi & Saatchi could do no wrong, it seemed.
 They had been instrumental in correctly communicating.
 The slogan The worldís favourite airline became identified with British
Airways.
 Their mission was To be the number one in air travel Well into the
nineties, again in one of its numerous brand audits, BA found that
 Six out of ten of its passengers were non-British;
 The previously perceived images of impeccable service, punctuality
and comfort were still intact;
 But it was also perceived as being rigid, inaccessible and cold.
Identification Of Problems and Cause
• It take over and merge with Australian airline and
Qantas.
• It had amalgamated smaller regional airlines of the
UK into its fold: British Overseas Airways
Corporation (BOAC), British European Airways
(BEA) , and British Caledonian Airways.
•In 1979,the audit found
Six out of ten of its passengers were non-British;
The previously perceived images of impeccable service, punctuality and
comfort were still intact;
But it was also perceived as being rigid, inaccessible and cold.
British airline merging with Qantas was not
liked by the British Govt because britisher
are known for its superiority, rigidity and
punctiliousness
•Why should a marketer attempt to brand a service?
Branding, by definition, is a marketing practice in which a
company creates a name, symbol or design that is easily
identifiable as belonging to the company.
 There are many areas that are used to develop a brand including
advertising, customer service, promotional merchandise,
reputation, and logo.
British airline did REBRANDING EXERCISE to create brand
image among the britishers by redesigning the Logo of the brand
using colours of flag of Britain.
THE STEP WAS TAKEN DUE TO THE FOLLOWING
•Customer recognition
•Customer loyalty and shared values.
•Consistency
• Can a branding exercise in relation to services be
done exclusively through advertising? Explain
Branding a service is very different from branding a product for a variety of
reasons, such as:
Products are made where services are delivered
Products are used where services are experienced
Products are tangible where services are emotional
Products are impersonal physical items that can be evaluated before you
buy them. Services, on the other hand, are very personal. Customers don’t
just buy a service, they buy an experience.
Services don’t even exist until we buy them. There has to be a level of trust
or even a “leap of faith” from the customer before they will buy a service.
So I think branding cannot be exercise in relation to services be done
exclusively through advertising,as in this case BA advertised with world
best advertisement agency but staff was not good and quality was so poor
which led to poor image of airlines in the market.
What are the components of a brand?

The 8 important components of your brand:

Brand Definition.
Brand Values.
Brand Promise.
Brand Identity.
Brand Differentiation.
Market Position.
Brand Messaging.
Brand Experience.
 How would you go about successfully
branding a new airline
I WILL WORK ON THESE COMPONENT

Brand Definition- escription of what your business is — who you are,

what you offer, and to whom
Brand Values-  ideals that your brand represents
Brand Promise- underlying guarantee that you’re offering to your
customers
Brand Identity- ogo, brand graphics, colors, fonts, and images
Brand Differentiation- Unique Selling Proposition (USP)
Market Position- This is the position in the market that is held by your
brand, based on a calculation of quality and price
Brand Messaging- tagline, positioning statement, brand promise
statement, key messages, and marketing copy
Brand Experience- This is the way in which your customers interact with
the products or services you offer
 PRESENTED
BY
KESHAV KHARBANDA
BBA V M A
02817001718