Bachurin emphasises need to attract business passengers(133 words)

Published: 7/17/2001

133 Aeroflot has confirmed that it has employed UK based brand consultancy Identica to work on the development of the airline's brand. According to Evgeny Bachurin, Aeroflot's Commercial Director, the consultancy will evaluate the airline's brand positioning between now and the end of 2001 and then cost a programme for the improvement of the Aeroflot brand. Bachurin confirmed that the changes could be both dramatic and expensive, but are an essential investment if the airline wishes to attract profitable business travellers. The current situation of keeping fares at 30-40% below the international competitors to compensate for the lack of an acceptable image, is not sustainable in Bachurin's view, and the work of Identica will go someway to address this problem. Although he accepts it may involve a complete change of the airline's identity.

Article ID: 2650