In 1982 the airline was running at a loss and had a poor image. BA's objectives were to add value to the brand, give it prestige and status, as well as a caring image. Evaluation: British Airways has successfully sold at a premium (unlike its competitors) and increased passenger share. Brand image strengthened in terms of prestige/status, leader/innovator, size/international, understanding its consumer. BA has distanced itself from the competition, through its advertising strategy.