BA is most improved brand
23.01.12
British Airways' ’To fly. To serve’ brand refresh and improved relations with its staff have helped it to become the ‘most improved’ brand in terms of consumer perception, according to YouGov’s Brand Index 2011, which measures how consumers rate brands in terms of impression, quality, value, reputation, satisfaction and whether they would recommend them to others.
BA’s Index score was 22 at the end of 2011, up 10.4 points from 2010 when the airline was embroiled in industrial disputes that saw over 20 days of strike action and much bitter sentiment in the press. However, despite its dramatic turnaround in Index score over the year, BA was still behind rivals Virgin Atlantic and Emirates in 2011, which scored 29.4 and 23.6 respectively.
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