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BBH British Airways Marketing Society 2013 Brand Revitalisation PUBLIC (1)

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Source: ba.com

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Source: British Airways board presentation 2010

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!"#$#%& (#")(*% $+ ,-*. $+ %/"0/.  %/"0/. 

"#$% &e

 

  FA=316:8 [email protected]<:@B: [email protected]< B166536:@3M J.-? ,)% -4,+%, -0 ,)% <.#23 .%9#421): C.*,*+) A*.8#/+ 8#+ #98#/+ #*?*2$ ,9%#3 #$#*[email protected] (- J9/@ (- E%.>%@ .%*$2*,%3 B#++*-2 #23 B.*3% #?-2$+, CAH+ +,#00 #23 9#*3 ,)% $.-4238-.= 0-. ,)% #*.9*2% ,- ?->% *2,- ,)% ]9/?B*1 /%#.: #+ -00*1*#9 #*.9*2% B#.,2%.: 8*,) ?-?%2,4? #23 1-20*3%21%@ ()% D#*'# >#-):  1#?B#*$2  1#?B#*$2 8#+ CAH+ 3%?-2+,.#,*-2 -0 (- J9/@ (- E%.>%@ ,).-4$) #2 ]9/?B*1+ 9%[email protected] ()% id <*99*-2 .%*2>%+,?%2, *2,- ,)% <4+*2%++ 8#+ <%$*22*2$ ,<%#. 0.4*, #23: 8*,) ,#9= -0 1)#-+ #23 4B)%#>#9 *2 ,)% 9%#3 4B ,- ,)% $#?%+: CA 8#2,%3 ,- 1-??42*1#,% ,)% 0#1, ,)#, *, 8-493 <% ->%.D%V1%%3*2$ %VB%1,#,*[email protected] F2 B.*2, ,)% #*.9*2% ,#9=%3 #<-4, ,)% 1#B#<*9*,*%+ -0 *,+ +,#00 +%.>*2$ ,)% %b4*>#9%2, -0 ,).%% ]9/?B*1 +*c%3 B--9+ 8-.,) -0 ,%# -2 <-#.3: #23 9#/*2$ %2-4$) 1#<9% *2 2%8 #*.1.#0, ,- 1->%. #2 ]9/?B*1 ,.#1= %*$),/ ,*?%[email protected] Z:[email protected][email protected]= 17 +;G6?5B :77183= [email protected] 3>: ;:4< A? 31 3>: C46:=

Source: BBH

!"#$#%& (#")(*% $+ ,-*. $+ %/"0/.  %/"0/. 

"#$% &P

 

 

F2 (N: CA 8#2,%3 ,- 3%?-2+,.#,% ,)% .%#3*2%++ -0 ,)% -2% B#., -0 *,+ <4+*2%++ 14+,-?%.+ 8%.% ?-+, 3*+#BB-*2,%3 *[email protected] F,+ <#$$#$% 1.%[email protected] /[email protected] 3>: =?5853 17 3>: O46:= 253> 4 H4C 84B: 3>81AC> $Q

Source: BBH

Z4.*2$ ,)*+ B%.*-3 CA 42>%*9%3 ?49,*B9% <.#23 *?B.->%?%2,+ <%2%0*,,*2$ ,)% 14+,-?%. %VB%.*%21%@ #[email protected] 3>: BA=316:8 :R?:85:@B: 7816 3>: [email protected] 31 3>: H4B9 17 3>: ?;[email protected]:

U%*$), ^4*+*2%Q _%8 #*.9*2% 0 --3 ,)#, ,#+,%+ $--3 #, I;:;;;0, 

 

_%8 [V%14,*>% ^94<Q A 2%8 194< 0-. CAH+ 2%8 09/%.+

 

E4BB-.,*2$ C.*,*+) ,#9%2,Q ]9/?B*0*/*2$ ,)% CA <.#23 4+*2$ C.*,#*2o+ ?-+, ,#9%2,%3

 

Source: BBH & Ogilvy

!"#$#%& (#")(*% $+ ,-*. $+ %/"0/.  %/"0/. 

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FA;3A84; [email protected]<:@B: [email protected]< B166536:@3M U#>*2$ %2$#$%3 14+,-?%.+ ,).-4$) *,+ ]9/?B*1 8#.?D4B 1#?B#*$2: CA 2-8 #+=%3 8)#, (- J9/@ (- E%.>%@ 3%?#23%3 -0 ,)% #*.9*2% #+ ,)% ]9/?B*1 m#?%+ #BB.-#1)%[email protected] $>: +;G6?5B=D B8:435E: H85:7 )&($ F+\-Z !( "# $+ Z/L+]%$"($/ $&/* ("/ $&/ L+%$ N($"#+$#F %\NN+"$/" +, $/(L O!^  O!^  Source: BBH

CA =2%8: #+ ,)% 2#,*-2#9 09#$ 1#..*%.: *, )#3 ,)% .*$), ,- 19#*? # B#,.*-,*1 +B-2+-. ,*,9% <4, *2 -.3%. ,- #1)*%>% ,)*+ *, 2%%3%3 #2 *3%# ,)#, .%#1)%3 -4, 2-, -29/ ,14+,-?%.+ <4, #9+- ,- 149,4.%@ ()% ?-?%2,4? <.-4$), #<-4, 0.-? (- J9/@ (- E%.>%@ $#>% CA %2-4$) 1-20*3%21% ,- 3%>%9-B #2 *3%# +- <-93 *, 8-493 $4#.#2,%% 149,4.#9 .%9%>#21% 0-. ,)% #*.9*2% 34.*2$ ,)% $#?%[email protected] $>: !8535=> (5824G= +;G6?5B= [email protected] ()% B.->-1#,*-2Q  [email protected] ,;G 

()% 1#4+%Q  %A??183 $:46O! 

()% #1,*-2Q  !: 3>: &16: (<[email protected]:  Source: BBH

()% E&2*1 =(:  1#?B#*$2  1#?B#*$2 $#>% CA # 9%$*,*?#,% .-9% ,- B9#/ *2 ,)% m#?%[email protected] F, 9%, ,)% #*.9*2% 1-??#23 # 2%8 1-20*3%2, ,-2% *2 1-??42*1#,*-2+ 8)*9+, *, 8#+ 3*.%1,*2$ #99 #1,*>*,/ *2,- +4BB-.,*2$ #23 +B4..*2$ -2 ,)% )-?% 2#,*-2H+ #,)9%,*1+ ,%#[email protected]

!"#$#%& (#")(*% $+ ,-*. $+ %/"0/.  %/"0/. 

"#$% &O

 

 

F2 (N: CA 3%?-2+,.#,%3 )-8 *, 8#+ )%9B*2$ ,)% 2#,*-2 $%, <%)*23 ,)% ,%#[email protected] $1 3>: [email protected]: 3>: F;4=>D= [email protected]<[email protected] F4;;[email protected]_ !( ?>G=5B4;;G 34R5:< ?:1?;: 7816 3>: 458?183 31 3>: O46:=

Source: BBH

]29*2% CA 9%, B%-B9% $%, *2>-9>%3 </ ,#=*2$ # CA B9#2% 3-82 ,)%*. +,.%%,@ $4R5.H4.B16M [email protected] [email protected];[email protected]: 4A<5:@B:= =A8?85=: [email protected]< <:;5C>3

Source: BBH

!"#$#%& (#")(*% $+ ,-*. $+ %/"0/.  %/"0/. 

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  F2 B.*2, CA .#99*%3 ,)% 2#,*-2 ,- +)-8 *,+ +4BB-., 0-. ,)% ,%#?+ #23 .#99/ ,)% U-?% A3>#2,#$%@  ( V>12 31D CA5<: 718 >16: >16: B812< =A??183

Source: BBH

!"#$#%& (#")(*% $+ ,-*. $+ %/"0/.  %/"0/. 

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  CA .#2 24?%.-4+ B*%1%+ -0 #1,*>*,/ ->%. ,)% ]9/?B*1 #23 "#.#9/?B*1 $#?%+ 3%?-2+,.#,*2$ *, 8#+ #, ,)% )%#., -0 ,)% $#?%+ .%#1,*2$ ,- %>%./ ?-?%2,@ !( [email protected]=18:< N489-5E: 43 3>: +;G6?5B= N489 [email protected]< [email protected] <45;G 8:4B35E: ?8:== 4<= [email protected] 3>: 43>;:3:=

Source: BBH

()% $#?%+ -21%D*2D#D9*0%,*?% -BB-.,42*,/ CA: <4, #2,)#, -BB-.,42*,/ #1,%3 4B-28%.% 8*,) ## 8#>% -0 B#++*-2: 1-20*3%21% #230-. ?-?%2,4? )#3 <%%2 .-99*2$ +*21% ,)% (- J9/@ (- E%.>% E %.>% <.#23 .%9#421)@

!"#$#%& (#")(*% $+ ,-*. $+ %/"0/.  %/"0/. 

"#$% ''

 

  ":=A;3=M `.  ":[email protected]@:[email protected] 253> B1;;:4CA:= =(:024 5-6< &2 6&/'+#

()% 0*.+, +,%B -0 ,)% <.#23 .%9#421) 8#+ ,- .%%2$#$% 1-99%#$4%[email protected] CA 2%%3%3 ,- .%D %+,#<9*+) ?-.#9% #23 # +%2+% -0 B4.B-+% #?-2$+, *,+ ,)*.,/ +*V ,)-4+#23 +,#[email protected] ()% (- J9/@ (- E%.>%@ 1#?B#*$2 =*1= +,#.,%3 ,)*+ -<G%1,*>%@ [*$), -4, -0 %>%./ ,%2 %?B9-/%%+ 0%9, ,)% .%9#421) #1,*>*,/ ?#3% ,)%? B.-43 ,8-.= 0-. C.*,*+) A*.8#/+ abc 17 =3477 [email protected];G 4C8::<d4C8::< 3>43 3>: [email protected] 64<: 3>:6 7::; ?81A< 31 2189 43 !8535=> (5824G= 

Source: 2011 British Airways Internal Staff Survey

f*,) +411%++*>% #1,*>*,/ ,)% ?-.#9% -0 ,)% #*.9*2%+ +,#00 )#+ $.-82 ,- 2%8 )%*$),+ *2 +,%B 8*,) ,)% <.#23H+ .%2%8%3 ?#.=%,*2$ 1-20*3%21%@ ,;[email protected] >5C>M ,816 QTc =3477 ?85<: 31 W`c ?85<: [email protected] 321 G:48=

Source: 2012 British Airways Internal Staff Survey

!"#$#%& (#")(*% $+ ,-*. $+ %/"0/.  %/"0/. 

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  S.  ,[email protected] [email protected] BA=316:8= [email protected] FG9-2)024 1"# '&/1# 2#1%&'<

C.#23 ?%#+4.%+ ,)#, 9--=%3 #, 14+,-?%. B%.1%B,*-2+ -0 ,)% #*.9*2% .-+% +*$2*0*1#2,9/ #0,%. (- J9/@ (- E%.>%@ #23 )#>% 1-2,*24%3 ,- .*+% 8*,) %#1) +411%++*>% 1#?B#*[email protected] Z%+*.%: # CA ?%,.*1 ,)#, ,.#1=+ 14+,-?%. 1)-*1% 8)%2 B.*1% *+ .%?->%3: )#+ +%%2 +411%++*>% +,.-2$ $.-8,) 8*,) %#1) <.#23 1#?B#*[email protected] XEYFZ[E K[\]N[E Z5[ (] ^]_JFZ[_(FAYF(`a T.  FA;3A8: H#6&8024 1"# ,-.&/'01# -0'(02# -4-02

E*21% ,)% 9#421) -0 (- J9/@ (- E%.>%@ ,)% #*.9*2%H+ +-1*#9 ?%3*# B.%+%21% )#+ -29/ *21.%#+%3 *2 +*$2*0*1#21% 1-2,.*<4,*2$ ,- *,+ .%D1-22%1,%3 .-9% *2 149,4.%@  ( BA;3A84; H4=: [email protected]: ?:1?;: ?:1?;: 65;;[email protected] [email protected] ]1. 17 ,4B:H119 -59:= P;;:;;; e;;:;;; d;;:;;; L;;:;;; I;;:;;; ';;:;;; &;;:;;; ;

N*.$*2 A,9#2,*1 

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Source: BA

!"#$#%& (#")(*% $+ ,-*. $+ %/"0/.  %/"0/. 

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  F23%B%23%2, <-3*%+ #9+- .%+B-23%3 ,- CAH+ 149,4.#9 .%D1-22%1,*[email protected] A0,%. # +,%#3/ 19*?< `-4m-> G43$%3 CA ,- <% ,)% 56H+ 0#>-4.*,% #*.9*2% [email protected] A 1-20*3%2, .*+% <#1= *2,- ,)% 9%#3%.+)*B B-+*,*[email protected] !8535=> (5824G= H4B9 [email protected] 31? [email protected] SX`S !8535=> (5824G= [email protected]:< HG eA4;53G_ 04;A:_ ":[email protected]_ #6?8:[email protected]_  (<E1B4B %[email protected] 

Source: YouGov

CA )#+ #9+- +%%2 +411%++*>% B%.*-3+ -0 +4+,#*2%3 $.-8,) +*21% (- J9/@ (- E%.>%@: 8*,) ?-2,) -2 ?-2,) .*+%+ *2 .%>%24% +*21% ';&;@

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  [email protected];[email protected] C.#23 #23 ?#.=%, 9%#3%.+)*B *+ 2-, +-?%,)*2$ ,)#, 1#2 <% .%19#*?%3 ->%.2*$),@ ]29/ </ 1-??*,,*2$ ,- # >*+*-2 >*+* -2 #23 $.-8*2$ 0.-? # +-9*3 B9#,0-.? -0 1-99%#$4%+: 14+,-?%.+ #23 149,4.% 1#2 # <.#23 )-B% ,- .%D#,,#*2 *,+ B9#1% *2 ,)% ?#.=%, #23 B9#1% *,+%90 -2 # 09*$), B#,) ,- 9%#3%.+)*[email protected]

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