Branding from scratch

Silbershatz, Shahar
May 2006
Brand Strategy;May2006, Issue 202, p32
Trade Publication
The article describes the repositioning efforts of Czech Airlines. The main purpose of the company in launching the said effort is to promote itself as a modern and professional airline in the global market. The company's marketing team is tasked to raise the airline's profile and attract new customers. According to the author, the effort has started the airline gaining benefits such as the increase in the number of its passengers.


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