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C/B/1761. One World global airline alliance

WORDS:
8700
DATE:
2009
PRICE:
89.99 GBP

The paper looks at the competition within the global airline industry examining the importance of corporate branding for airline alliances, particularly for the major airline network of One World. Literature is reviewed on the theory of brand, brand management, airline brands awareness, branding of airline alliances, etc. A case study is conducted using questionnaires distributed at the airport to identify passengers’ attitudes towards One World alliance. Conclusions are made about the relevant factors that should be considered by the brand managers of One World global airline alliance.

 

KEYWORDS: One World, global airline alliance, branding, airline networks,

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