Brand Case Study

[Southwest Airlines]

Few brands ever achieve Cult Status, and no brand in the airline industry can boast a cult following quite like Southwest Airlines.

From a small interstate airline operating out of Dallas Texas where the brand was born back in 1967, Southwest now services over 100 destinations across North America and The Caribbean.

A story of hot pants, whisky, peanuts, caring and some light-hearted humour, this article breaks down the Southwest Airlines Brand in this case study.

brand case study southwest header
brand case study southwest header

Few brands ever achieve Cult Status, and no brand in the airline industry can boast a cult following quite like Southwest Airlines.

From a small interstate airline operating out of Dallas Texas where the brand was born back in 1967, Southwest now services over 100 destinations across North America and The Caribbean.

A story of hot pants, whisky, peanuts, caring and some light-hearted humour, this article breaks down the Southwest Airlines Brand in this case study.

The Brand History

brand case study southwest history

The history of Southwest began in 1967 at a hotel bar in San Antonio, Southwest founders Herb Kelleher and Rollin King took out a napkin and scribbled three points of a triangle representing their novel idea.

An airline that would connect the three main cities of Texas; Dallas, Huston and San Antonio.

For 8 years from 1971, Southwest Airlines operated as an interstate only carrier.

It wasn’t until 1979 when U.S. President Jimmy Carter deregulated air travel in the USA, did Southwest really take off.