Magazine article Marketing

Opinion: The Marketing Society Forum - Has the T5 Fiasco Caused Long-Term Damage to the BA Brand?

Magazine article Marketing

Opinion: The Marketing Society Forum - Has the T5 Fiasco Caused Long-Term Damage to the BA Brand?

Article excerpt

With more than 19,000 bags separated from their owners and 400 flights cancelled, British Airways may face a struggle to win back consumer trust.

PAUL SIMMONS, HEAD OF BRAND MARKETING, PRODUCT AND DISTRIBUTION, EASYJET

BA is a strong brand, but maybe not quite as strong as it once was Recent events at T5 will not have enhanced the brand's reputation, but it remains a serious competitor to easyJet in terms of passengers carried annually by a UK airline.

BA may no longer be able to lay claim to the term 'favourite', but its recent operational difficulties will probably just create a blip in the tracking studies rather than start or underpin a fresh trend.

While some of BA's customers have just been given an unexpected extended opportunity to sample the facilities at the new terminal, the brand itself has just taken a short reputational holiday.

STEVE HARDING, CHIEF EXECUTIVE, 141 WORLDWIDE/LONDON

Despite the global humiliation, T5 and BA are unlikely to sustain much long-term damage.

I passed through T5 on 30 and 31 March. While I had a short delay on the way out, by the following day, things couldn't have been smoother. I experienced an attractive, modern airport with good signage, comfortable lounges and great shopping.

The mistake was to launch without a more rigorous testing period, under the harsh glare of the media. But it looks like the problems are now under control.

Once enough people experience T5 as it is meant to be, this humiliating first week should quickly be consigned to history, unless there's another major fiasco waiting to happen. …

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