British Airways has ‘done the double’ at the Superbrands 2015 awards, winning both the Business and Consumer titles. The airline also secured the Consumer Superbrands title last year, but this is the first time any carrier has secured both the top titles. Google was the last brand to win both categories in 2008.
The Airline has consolidated its brand strength and not only retained top spot in the Consumer Superbrands survey but also taken pole position in the Business Superbrands survey for the first time. The competition saw over 1,500 well-known consumer brands and 1,200 business brands analysed to crown the overall winner.
British Airways’ overarching ‘To Fly: To Serve’ positioning and daily focus on exceptional service clearly continues to resonate with flyers, while the brand is also benefiting from recent investments in its planes, lounges, marketing and technology.
Its focus on customer-centric innovation, seen this year through programmes like the hi-tech happiness blanket trial, its pioneering partnership with Solena Fuels and its Cannes Lion award for an innovative digital campaign. In short, the company successfully combines tradition with slick delivery and continuous invention and improvement to remain a trusted, desirable and relevant brand.
The awards also come just ahead of the publication on April 28 of a new book, Better By Design: Shaping the British Airways Brand, written by the director of the British Airways archive, Paul Jarvis and published by Amberley. The book includes a foreword by Keith Williams, Executive Chairman of British Airways and it will cost £17.99.