A Brand Design Strategy Proposal for British Airways and American Airlines

A Brand Design Strategy Proposal for British Airways and American Airlines

The market needs of air travel has been increased dramatically since in the 1960th; therefore, airline companies have developed and managed diverse services to compete with competitors. Compared with any other types of product and service, the brand power of airline company has strong values and influence on the marketing. However, major airline companies which have had a lot of international routes have suffered from huge loss in their market due to 9.11 terrorism, high-priced petrol and the advents of low-cost airline companies. This research is aim to suggest an integrated design strategy which can give a solution to overcome this difficult market situation and enhance the value of airline companies" brand. This research will proceed and suggest the rational brand integration design using up-to-date news and literature which is related to the changes of the way of management in airline industry. The process of this suggestion is consists of the analysis of strength and weakness in terms of marketing; furthermore, this airline company can make synergy as a merged company. As a result, as the newly merged biggest company, this research suggests the design strategy of brand integration for the first step to differentiate from other big airline companies.

The market needs of air travel has been increased dramatically since in the 1960th; therefore, airline companies have developed and managed diverse services to compete with competitors. Compared with any other types of product and service, the brand power of airline company has strong values and influence on the marketing. However, major airline companies which have had a lot of international routes have suffered from huge loss in their market due to 9.11 terrorism, high-priced petrol and the advents of low-cost airline companies. This research is aim to suggest an integrated design strategy which can give a solution to overcome this difficult market situation and enhance the value of airline companies" brand. This research will proceed and suggest the rational brand integration design using up-to-date news and literature which is related to the changes of the way of management in airline industry. The process of this suggestion is consists of the analysis of strength and weakness in terms of marketing; furthermore, this airline company can make synergy as a merged company. As a result, as the newly merged biggest company, this research suggests the design strategy of brand integration for the first step to differentiate from other big airline companies.