British Airways was the largest airline globally in early 1980s.It flew about 11.7 million passengers more than France Airline that carried 9.6 million passengers. British Airways registered great sales in United Kingdom amounting to forty-two percent of total sales. After merging of British European Airways and British Overseas Airways, the government Corporation owned it.
British Airways has been having various problems in its operations. After the merger, the economies of scale were expected to be favorable. However, it responded very slowly to the disappointment of the government. It registered continuous losses in the course of 1970s.The low profits were accelerated by the rise in price of fuel due to energy crisis between 1973 to 1974.The liberation of international flight fares led to massive price competition in transatlantic channels.
In 1978, British Airways selected FCB as its global agency. This meant that all nations were to work with FCB associates within their countries. Their main agenda was to attain favorable returns from the globalization rather than the centralization of management of advertising. The theme of quality customer care was maintained thereby raising the reputation of British Airways in United States.
The British Airways global brand was based on the product features. They emphasized on distinct scheduling of flights characterized with high degree of promptness. The pricing of the flights was key as well as the availability of necessary resources such as good seating facilities. The British Airways ensured quality catering and entertainment services in all its flights.
The concept of global brands received different reactions from various countries. In United States, it was perceived very well despite the few differences from the original British values. In several British colonies, the brands received reactions due to low reputation and credibility in such markets.