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Harbouring the ambition to be a global player can be tough if you have a name and a brand you believe ties you to a bygone age and a domestic image.
For many years, British Airways was one of Britain's best known world brands, but five years ago it decided it wanted a more cosmopolitan image.
In a blaze of publicity it announced a pounds 60m rebranding that replaced the national flag on its livery with designs from around the world. The aim was to reposition the national carrier as an international company.
The plan backfired horribly. The tailfins became a public relations disaster, with the press, passengers, staff and Margaret Thatcher all turning their fire on BA.
Eventually the airline was forced to retreat and repaint its …