Manager Magazin: Lufthansa's play with its brand equity suing a passenger
Équité CEO Daniel Langer gives insights about brand equity and luxury with a case about Lufthansa

Équité CEO writes in Manager Magazin about the risks of the pricing model of Lufthansa and other airlines which becomes evident as a customer was recently sued for not taking a plane ride he had purchased. The case was extensively discussed in the media. Langer shows why the behavior of the airline is putting their brand equity at risk and provides strategies what could be done instead.

Read the full article in German in Manager Magazin

Daniel Langer