In 2019, United Airlines staff were filmed by fellow passengers forcibly dragging Dr David Dao off a United flight 3411. The incident blew up on social media and, very soon thereafter, the mainstream media. The incident started when airline staff in Chicago asked passengers for four volunteers to give up their seats to make room for United employees headed to Louisville. No one volunteered. Four passengers were then directly asked to remove their luggage and vacate their seats. Three complied, one did not. Staff insisted and Dr Dao continued to stay in his seat. Airport police were called. That is when the events unfolded that has since gone viral. A passenger with a bloodied face, who had paid for his seat, being forcibly dragged down the aisle as he yelled complaints. The next morning, United Airlines CEO Oscar Munoz issued a statement justifying what happened. He described it as an act to ‘re-accommodate the customers’. Munoz also sent an email to United Airlines staff commending the actions of the crew. More recent mishaps with United Airlines’ treatment of traveling pets has persisted in reminded people of the Dr Dao incident and focused yet more attention on United’s continued failure to build a customer-focused culture.

1.As the brand marketing team of United Airlines, please explain what happened in your own words and illustrate how you would make this situation better.

2. What strategies will you employ both in the short term, long run and why?

3.How can you rebuild United Airlines brand, if at all?

Answer rating: 100% (QA)

Explanation and Apology The incident involving Dr David Dao was a highly unfortunate and unacceptable event It is crucial for the brand marketing team to acknowledge and take responsibility for the in... View the full answer