Public Relations in enhancing brand values: case study Virgin Atlantic and Vietnam Airlines

Abstract

The ultimate purpose of this dissertation is to evaluate the Public Relations (PR) activities of Vietnam Airlines and give the airline some recommendations to improve its PR performance. In order to achieve this purpose, there are three issues needed to be solved: 1) how PR helps to enhance brand personality and brand values 2) the differences in PR activities between Vietnam Airlines and Virgin Atlantic and 3) what approaches Vietnam Airlines should implement to improve its PR performance.

This thesis tackles significant differences in the PR activities between Vietnam Airlines and Virgin Atlantic in many aspects. It also clarifies that PR activities in Vietnam Airlines are obsolete, reflecting the poor reputation of the company in passengers’ minds. In order to regain customers’ trust and loyalty, the airline should consider implementing new approaches, which are identified in the theoretical part.

The main research methodology used in this study is secondary data collected and examined. Relevant information were extracted from credible literature and exclusive materials from Vietnam Airlines.