Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century

Subjects Covered
Brand management
Corporate strategy

by
John M.T. Balmer,
Helen Stuart,
Stephen A. Greyser

Source: California Management Review

19 pages.
Publication Date: May 01, 2009. Prod. #: CMR425-PDF-ENG

Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century Harvard Case Study Solution and HBR and HBS Case Analysis