Communicating a new corporate image during privatization: the case of El Al airlines

Purpose – The importance of corporate image management in the airline industry has increased substantially in recent years. More and more managers of airline companies have found themselves changing their company's corporate image in order to ensure a more modern and updated identity. The purpose of this case study is to trace the new corporate image communication design and implementation phases of the privatization process of El Al airlines. Design/methodology/approach – This article explores the transition process of a government‐owned airline with a popular‐national image to a private company with an exclusive‐national image, focusing on the implementation of its new corporate image communication process. Findings – The case study described here suggests that the corporate image communication process of a company that has become a private entity should be holistic and takes place on four levels – internal and external, formal and informal. Originality/value – This unique case study adds a new element to the process of communicating image to internal and external stakeholders in the airline industry and other service sectors that are becoming increasingly privatized. El Al airlines transitioned from government ownership to private hands, a process that required the implementation of drastic changes in terms of service quality management standards. It is quite rare to find companies in the airline sector that have undergone privatization.