Alaska Airlines and Horizon Air 2012 Annual Report Download - page 10
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9
ENERGETIC AND
COMPELLING BRAND
We will create a deeper emotional connection between our brand,
our people, our customers and our communities.
We will position our brand as friendly, genuine, and relevant to
a changing customer prole, and we will use our brand and
our technology to develop a more direct relationship with our
customers. We will position Alaska as the industry leader in
environmental stewardship.