An analysis of consumer perception of the airline.

British Airways has the best overall brand health of any airline among British consumers.

However, consumer perception has declined recently following repeated strikes, an IT meltdown, and the introduction of food and drink charges on short-haul flights.

This white paper examines how BA is faring in relation to its competitors, how different brand perception metrics have changed, and which of its customers could be tempted to jump ship to a low-cost rival.

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