British Airways recently was awarded the superbrand of the nation; the only airline brand in the top 20 ranks .It achieved the popularity due to its positioning and marketing excellence strategies. The research delves into how BA managed to overcome the market challenges and carved its position in the competitive market. This paper made use of descriptive research that involved the synthesis of information from secondary sources to portray the attributes of a current phenomenon.
ICSANA espouses the core values of leadership, authority, service, integrity, efficiency, and quality excellence in the execution of strategy.
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