SummaryWilliam Boeing founded the Boeing aircraft company in the early 20th century. After a series of acquisitions and mergers, this company grew and today became the world's largest aerospace industry. Following previous reorganizations in the 1990s, this company decided to launch its branding campaign in May 2001. This campaign required a lot of effort and structural changes for the first time in the company's history. The media showed the initial success of this campaign from its launch. Days after the official opening of the new headquarters in Chicago, which was part of the campaign, the world was shocked by the act of terrorism. On September 11, 2001, terrorists used this company's products as a weapon of mass destruction to massacre innocent people. Four Boeing planes used by terrorists have caused the company great concern because of its strike campaign. A serious decision had to be made regarding the branding process.IssuesAlthough Boeing's senior management considered this company to be a leading global brand, critics felt that this company had not made adequate changes with regard to its growth , in other words, had not adapted to the 21st century. . The public viewed Boeing as a traditional company that does not promote its public image as other similar companies do. Business Week's survey suggests that Boeing was not ranked among the top 100 public companies in 2000. In order to catch up with global growth, Boeing started its branding campaign a little too expansive and no one predicted such disaster on September 11, 2001. which caused a lot of problems for this company. GoalsBoeing is on the right track. They decided to compete with other global brands in terms of public image and goodwill. As Boeing CEO and Chairman Phil Condit announced at the 2000 Farnborough Air Show, the company's goals are: to run healthy core businesses, leverage the company's strength into new products and services and open new frontiers. Achieving these major goals can improve Boeing's public image, both domestically and internationally. There are other areas of weakness within this company, such as adapting to new business and communication methods. Boeing needs to participate more in public activities to demonstrate that it sees beyond traditional boundaries. Solution To achieve its dreams, Boeing needs a total restructuring and rebranding campaign. These processes require valuable planning and research from Boeing. These plans can guide Boeing in its restructuring, reveal weak points and make the entire process easier..