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Case Corporate Excellence
Southwest Airlines is a good example of managing the corporate brand with a focus on employees – the main group of stakeholders. Awareness of the fact that the employees are the main contributors to building the brand and understanding that this group of stakeholders is the priority client, enabled Southwest Airlines to become the leading airline in the United States by the number of passengers per year.
Well-organised management that combines corporate culture and clever brand management – manifested through the commitment of the personnel – led to a situation where the company instead of employees has a group of fans who are constantly contributing to the growth of the brand value: day after day, during every flight.