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Branding Strategy of British Airways in Short Haul Market Name

Review the effectiveness of British Airways' current branding strategy and create a new innovative branding strategy

8 Pages447 Words90 Views
   

Added on  2023-03-23

Branding Strategy of British Airways in Short Haul Market Name

Review the effectiveness of British Airways' current branding strategy and create a new innovative branding strategy

   Added on 2023-03-23

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Branding Strategy of British
Airways in Short Haul Market
Name of the Student
Name of the University
Branding Strategy of British Airways in Short Haul Market Name_1
Introduction
• British Airways (BA): The flag carrier airline of the
United Kingdom
• It will cerebrate 100 years of flying on 25th August,
2019
• Current fleet size: 280
• BA has both short haul and long haul destinations
• It flies to over 200 destinations in 75 countries
• London Heathrow Airport is the main hub of BA.
(British Airways 2019)
• BA short haul flies to 123 destinations across
Europe, UK and Ireland (Britishairways.com 2019)
Branding Strategy of British Airways in Short Haul Market Name_2
Competition in the Short Haul Market
• Major competitors:
– easyJet
– Ryan Air
– Jet2
– Virgin Atlantic
– Norwegian (Godfrey 2018)
• Short haul market is dominated by low cost
carriers
Branding Strategy of British Airways in Short Haul Market Name_3

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