BA plans Re-brand and focuses on consumer campaigns
Since the merger between British Airways and Iberia, BA is now looking into and is formulating a re-launch of its brand later this year. Also it has been confirm that a consumer campaign is also set to begin in September. The airline said: “We are working on the re-launch of the BA brand, first internally, then later in the year as a campaign.”
International Consolidated Airlines Group (IAG) was the parent company that was formed after BA merged with Spanish carrier Iberia, the parent company is headed up by the infamous Willie Walsh. However Willie Walsh insisted both airlines would retain their identities. Their fleets, cabins and service are, in any case, different.
However since the merger there have been fears that confusion has kicked in regards to IAG and consumers actually are not aware whether BA will be different and which airline a passenger may fly on.
The former BA global head of marketing Kerris Bright told advertising trade magazine Marketing: “The campaign will put a great brand back on the map. It is important for the brand to connect with consumers.” Bright left BA earlier this month.
Marketing reports the brand campaign will be the first by BA in two years. The carrier confirmed the retention of its existing marketing agencies Bartle Bogle Hegarty and OgilvyOne this week
So the aim to build a stonger BA brand off the shoulders of IAG is starting to take shape however is consumer behaviour is showing confusion then BA could fall short of their aims and targets for the upcoming financial year and growth predictions.
Petra Vaškových, Apr 14, 2011
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