In the immediate aftermath of David Dao being dragged from United flight 3411 on April 9th, United’s brand perception fell to historic lows according to YouGov BrandIndex and reported by The Chicago Business Journal. The company tracks brand perceptions by conducting daily interviews with a panel of about 5K individuals.
After the video went viral, 47% of UA customers said they would consider flying the airline when they booked their next flight. One month later that rate fell hard, down to 22% by May 9th, a “significant and unusually fast drop” according to BrandIndex .
However, by May 24th, United’s perception was on the rise again, up to 35% and it currently continues to rise back towards pre-dragging levels.