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A New British Airways for the New Millennium
Author(s) -
Jones Simon
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00194.x
Subject(s) - corporation , process (computing) , identity (music) , public relations , business , marketing , management , political science , computer science , aesthetics , economics , finance , art , operating system
REVAMPING THE BRAND OF a major international corporation is a serious business challenge. Simon Jones details the difficult questions and innovative responses that were part of a multi‐year research and development program to reposition the brand of British Airways. The process not only changes the graphic identity of the organization, it also changes how the airline conceives of its mission and personality and how it nurtures its new vision for the future.