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

 

 

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Source: British Airways board presentation 2010

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  FA=316:8 B1@75<:@B: 4@< B166536:@3M J.-? ,)% -4,+%, -0 ,)% <.#23 .%9#421): C.*,*+) A*.8#/+ 8#+ #98#/+ #*?*2$ ,9%#3 #$#*2@ (- 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%2+@ ()% 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,#,*-2+@ 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$) 1#<9% *2 2%8 #*.1.#0, ,- 1->%. #2 ]9/?B*1 ,.#1= %*$),/ ,*?%+@ Z:61@=384351@= 17 +;G6?5B :77183= 5@ 3>: ;:4< A? 31 3>: C46:=

Source: BBH

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Source: BBH

Z4.*2$ ,)*+ B%.*-3 CA 42>%*9%3 ?49,*B9% <.#23 *?B.->%?%2,+ <%2%0*,,*2$ ,)% 14+,-?%. %VB%.*%21%@ #6?81E5@C 3>: BA=316:8 :R?:85:@B: 7816 3>: 781@3 31 3>: H4B9 17 3>: ?;4@:

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Source: BBH & Ogilvy

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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 $4#.#2,%% 149,4.#9 .%9%>#21% 0-. ,)% #*.9*2% 34.*2$ ,)% $#?%+@ $>: !8535=> (5824G= +;G6?5B= B46?45C@ ()% B.->-1#,*-2Q  Z1@D3 ,;G 

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()% #1,*-2Q  !: 3>: &16: (<E4@34C:  Source: BBH

()% E&2*1 =(:  1#?B#*$2  1#?B#*$2 $#>% CA # 9%$*,*?#,% .-9% ,- B9#/ *2 ,)% m#?%+@ 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+ ,%#?@

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Source: BBH

]29*2% CA 9%, B%-B9% $%, *2>-9>%3 </ ,#=*2$ # CA B9#2% 3-82 ,)%*. +,.%%,@ $4R5.H4.B16M O5E5@C 1@;5@: 4A<5:@B:= =A8?85=: 4@< <:;5C>3

Source: BBH

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Source: BBH

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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,@ !( =?1@=18:< N489-5E: 43 3>: +;G6?5B= N489 4@< 84@ <45;G 8:4B35E: ?8:== 4<= =A??1835@C 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)@

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()% 0*.+, +,%B -0 ,)% <.#23 .%9#421) 8#+ ,- .%%2$#$% 1-99%#$4%+@ CA 2%%3%3 ,- .%D %+,#<9*+) ?-.#9% #23 # +%2+% -0 B4.B-+% #?-2$+, *,+ ,)*.,/ +*V ,)-4+#23 +,#00@ ()% (- 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 =381@C;G 4C8::<d4C8::< 3>43 3>: B46?45C@ 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%@ ,;G5@C >5C>M ,816 QTc =3477 ?85<: 31 W`c ?85<: 5@ 321 G:48=

Source: 2012 British Airways Internal Staff Survey

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Source: BA

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Source: YouGov

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