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A New British Airways for the New Millennium

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Description
AUTHOR(S):

Simon Jones, Director, Interbrand Newell and Sorrell

 

Revamping the brand of a major international corporation is a serious business challenge. Simon Jones details the difficult questions and innovative responses that were part of a multi-year research and development program to re-position the brand of Brit

 

PUBLISHED: 1998

 

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