Effectiveness of Current branding strategy on British Airways

Running head: RESEARCH PROPOSAL
Research Proposal
Name of the Student
Name of the University
Author’s Note

1RESEARCH PROPOSAL
Table of Contents
1. Aim:.............................................................................................................................................2
2. Objectives:...................................................................................................................................3
3. Rationale:.....................................................................................................................................4
4. Literature review:.........................................................................................................................6
5. Methodology:...............................................................................................................................9
Reference List:...............................................................................................................................13

2RESEARCH PROPOSAL
Topic: Effectiveness of Current branding strategy on British Airways
1. Aim:
The primary aim of this very specific study is to evaluate the effectiveness of current
brand strategy on organisational performances of British Airways. A problem has been identified
that British Airways is facing difficulties in drawing the attention of international customers due
to high competitive threats in market (Ashley and Tuten 2015). The business experts have
therefore decided to improve their marketing strategies so that customers belonging to global
geographical backgrounds and attitudes can be attracted towards services (Ottman 2017). It is a
form of marketing strategy, which helps the business experts in grabbing the attention of
customers from various geographical boundaries (Armstrong et al. 2015).
After evaluating data of last five years, it has been observed that British Airways is
receiving immense threats in maintaining their organisational glory and reputation due to the
lack of effective branding strategy (britishairways.com 2018). This particular brand was facing
immense difficulties in maintaining their organisational glory due to lots of human error. This
study has provided in-depth overview on how British Airways has faced immense human error in
providing services to the customers, which ultimately affected business profitability. From
technological error to the lack of food delivery the entire service process has become immensely
defective and unsystematic which ultimately losses the trust level of customers. In this kind of
situation, numerous eminent researchers have raised this concern and identified this topic for
making an in-depth research (Davcik and Sharma 2015). In quest of creating a new brand image,
the business experts are focusing on creating an attractive logo so that the people can easily draw
their attention towards organisations like British Airways.

3RESEARCH PROPOSAL
Apart from logo, British Airways has rendered several changes in their overall branding
strategy (britishairways.com 2018). It has been observed that British Airways has implemented
new interior within their flight accommodation. The service providers are more efficient and
professional flexible with different language competency (Leekha Chhabra and Sharma 2014).
Multilingual flexibility is very much effective in grabbing the attention of those people who
belong to various cultural backgrounds and attitudes (Hoppen, Brown and Fyall 2014). It is very
beneficial for the customers to get an interpreter in the airport, which enables the customers in
making their journey comfortable.
2. Objectives:
As quoted by Jay Baer, “Branding is the art of aligning what you want people to think
about your company with what people actually do think about your company”.
On other word, branding is the process of creating a unique feature or name of a
particular brand by which customers can easily recognise.
Leo Burnett stated in this occasion “A brand symbol as “anything that leaves a mental
picture of the brand’s identity”.
However, as commented by Margie Clayman, “Branding is the encapsulation of a
company’s mission statement, objectives, and corporate soul as expressed through the corporate
voice and aesthetic”.
Before identifying the primary objectives of this research, a critical evaluation is
conducted based on the identified research issue. In quest of creating a new brand image, the
business experts are focusing on creating an attractive logo so that the people can easily draw