For United, the current slogan has been used before and remains the company 's most prominent slogan that it has used throughout its history. While it has seen variations, such as "Let 's Fly Together," the current usage of its slogan hearkens back to its legacy, which is one value that many of its competitors like Southwest cannot provide. Thus, there is the value of the message itself in that it connects the act of flying with friendliness, but it also has the benefit of being a classic slogan that has been easily recognized for years. Because Southwest lacks United 's legacy, it takes a different approach: it intends to convey with its customer base that the values of the customer are also the values of the corporation. In this way, the Southwest slogan attempts to empathize with its …show more content…
While Delta Airlines falls even lower on the spectrum in both categories, notable for having some of the highest rates with the lowest quality of service, newer competitors like JetBlue and Southwest rank high in service and low in price, with Southwest achieving the best scores in both categories (Gursoy et al., 2005). This indicates that newer airlines such as Southwest and JetBlue have had to create aggressive strategies to compete with the legacy and brand recognition of other airlines such as UA, Delta and American Airlines (Detzen et al. 2012). While United has seemed to rely on its legacy alone to maintain its customer base, UA should adopt some of the strategies employed by Southwest and JetBlue, particularly in the emphasis on customer