Branding Strategy of British Airways in Long Haul Market

Branding Strategy of British
Airways in Long Haul Market
Name of the Student
Name of the University

Introduction
• British Airways (BA) the national airline of the UK.
• It is completing 100 years of flying in August 2019.
• Fleet size: 280 (British Airways 2019)
• Revenue: £13 billion(Statista 2019)
• It operates both short haul and long haul.
• BA flies to more than 75 countries and in all the 7
continents.
• It faces a tough competition from the
international airlines in their long haul routes.

New Brand Statement
BRITISH AIRWAYS: YOUR GLOBAL FLYING
PARTNER DELIVERING BEST EXPERIENCE AT A
LOWER PRICE

New Brand Statement - Messages for the audience
• The essence and cultural heritage of British
hospitality will be improvised and delivered to
passengers of both the business and economy
class
• Pricing policy will be revised to make the flying
experience with British Airways affordable to a
larger group of people
• The global travel experience will be made easier
and comfortable with BA with the best quality
services on board and on ground.