747400sp From United States of America, joined Aug 2003, 3600 posts, RR: 2 Posted (2 years 11 months 1 day 16 hours ago) and read 2546 times:
I do not get me wrong, I like the Airbus name, but it name was linked with the smaller interstate wide body design of the late 60's ( L1011 Tristar, DC-10 and A300). Now that they are a big international player, should they change their name?
PS: People in the bus industry, please do not take this to heart because, I like buses also, but this is a topic I wanted to do.
Airbus is a recognized brand now, one linked with the prestigious A380, etc.
There is absolutely no reason to change it, and I don't think anyone at the top of Airbus has even thought about changing the brand.
Any company who changes a long established successful brand just because it doesnt fully reflect their present business is run by asylum inhabitants, there probably isnt a quicker way of destroying value.
There are some here who loudly proclaim that British Airways should change their name because their business plan is exceedingly London concentrated. In all likelihood to many of their passengers (rightly or wrongly) London is Britain, a name change would destroy nearly 40 years of brand awareness (just as it would for Airbus)
A final little more or less totally unconnected illustration. Many years ago i worked for a company called Labgear, we made nothing at all used in Laboratories, we were however the UK's leading manufacturer of TV signal distribution equipment. The management decided the name must reflect more closely what we did - result Labgear Cablevision. After I left they were bough out by a Finnish company Teleste who renamed it (you've guessed it) Teleste, promptly destroying about 40 years of brand awareness, after a management buyout followed by a bankruptcy they were bought by a minor competitor who promptly renamed the merged company "Labgear"
Pity successive managements didnt take the time to find out the awareness their brand had in the marketplace, and the fact that competitors would prefer their name to their own.
An aviation example - British Airways dropped the "flag" in favour of World tails. What did VS do, promptly painted the Union flag on their planes in as many places as possible, saying "if you dont want it we do"