CASE STUDIES
CASE STUDIES IN STRATEGIC BRAND MANAGEMENT CASE STUDY 1 Flying High with the Southwest Airlines Brand Southwest Airlines, originally called Air Southwest, was founded by Texans Rollin King and Herb Kelleher in 1967. Southwest started as a commuter carrier with flights between Dallas, Houston and San Antonio, but today it operates in 55 cities across the nation. Southwest is famous for its cheap fares and no-frills service. Seats on its plane are all the same class and in flight service offers neither movies nor meals. Southwest knew from an early stage that it could not differentiate on price alone, because competitors could easily muscle into the market with their own cheaper versions. To promote customer loyalty, the airline sought to create a unique flying experience for its customers. Early fl...