Building brand value and influence in the airline industry

The article discusses the problems of the airline industry in recession. There have been many failures and there will be more consolidations, but the most innovative will thrive.

Building brand value and influence in the airline industry

Paul Ross

The global recession and the weakening demand for air travel in key economies, particularly in the US, make his the most difficult of downturns for the airline industry.

In the year ahead, we will see a number of consolidations. Generally, the larger, better-capitalised airlines will emerge as the dominant global players. Given the extent of the gloom, it is important to keep a sense of perspective. The airline industry has endured turbulent times before admittedly at a smaller scale than today and has come through them.

Many airlines have...

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