Dtwclipper From , joined Dec 1969, posts, RR:
Reply 3, posted (10 years 2 months 1 week 5 days ago) and read 7630 times:
Quoting 1millionflyer (Reply 1): about 1989 when they bought Piedmont.
They wanted to convey a more coast-to-coast name.
Wrong: From USairways.com: 1997 The name US Airways is put into use officially, Feb. 27.
And from Salon.com
Consider Luxon Cara's $70,000 "identity program" for US Air. The airline "wanted to be repositioned and perceived as a major U.S. airline," says John Hudson, Luxon Cara's president. "And so we researched this. We checked it out globally. We basically lived with them for nine months to a year. It was one of the most exciting things we ever did."
Tom Lagow, US Air's executive vice president of marketing, says it was exciting for him, too. "They did an extensive amount of research," he says. "A hundred to 150 hours of interviewing. And I'll tell you, I was very impressed. They peeled the onion back to the point where they were able to define what business we were in. They determined that we were in the business of proficiency. And that, very unfortunately, that message of proficiency was not conveyed by the name US Air."
What was the new name? I asked. And when would it be unveiled? I was guessing Skystar, Glident, Proficienta. "Oh, it's already been unveiled," Lagow explains. I was perplexed. "But isn't US Air still US Air?" I asked. "I was just in an airport the other day, and I could have sworn ..."
"No, no," Lagow says. "It's been changed to US Airways."
"That's it?" I asked.
"That's all we needed!" he said eagerly. "What we found was that airlines that end in 'Air' tend to be thought of not as major. What we found is that if you stretch the name a little bit -- don't throw it out, just stretch it a little bit -- you create the perception of a larger, more substantial airline. Strategically and structurally, we are now oriented toward the international."
The renaming, which was announced in April 1997, was worth every penny, says Lagow. "We've heard comments from around the industry that it's one of the best identity programs ever done," he says.
Dtwclipper From , joined Dec 1969, posts, RR:
Reply 8, posted (10 years 2 months 1 week 5 days ago) and read 7577 times:
Again from USairways.com.
1996 Stephen M. Wolf is elected chairman effective January 22. Seth E. Schofield retires as chairman after 38 years' service to the company and three and a half years and chief executive. USAir continues its transatlantic expansion, winning the right to serve Munich, Rome and Madrid from Philadelphia beginning in 1996. USAir introduces ticketless travel.
USAir, in a dramatic two-week period, announces what might in time be the largest single order for airliners; then announces a new name, image, identity designed to carry the airline aggressively into the next century. The airline ordered up to 400 new Airbus A319, A320 and A321 narrowbody twin jets for delivery starting in 1998 and continuing through 2009; then within days announced its new identity as US Airways. The airline challenged its relationship with British Airways in court, seeking rights to London Heathrow Airport from four U.S. gateways and to require British Airways to dispose of its USAir stock. USAir notifies BA the code-share between the two will end in March, 1997, and in December, British Airways announces it will sell its shares in USAir and that its three directors will resign.
US Air initiated the popular E-Savers program.
1997 The name US Airways is put into use officially, Feb. 27. Signs, stationery, ticket stock, business cards, advertisements, marketing materials, ticket folders and counters etc., all start to sport the new US Airways blue, red, gray and white identity, and the first airplanes are painted in the new scheme as the changeover approaches. The US-BA code share expires in March.
SATL382G From , joined Dec 1969, posts, RR:
Reply 9, posted (10 years 2 months 1 week 4 days 23 hours ago) and read 7492 times:
Quoting Dtwclipper (Reply 8): The airline challenged its relationship with British Airways in court, seeking rights to London Heathrow Airport from four U.S. gateways and to require British Airways to dispose of its USAir stock. USAir notifies BA the code-share between the two will end in March, 1997, and in December, British Airways announces it will sell its shares in USAir and that its three directors will resign.
No doubt, but this is happening as the rebranding is underway. A rebranding takes a while to do and costs a bunch to develop, I suspect they went ahead despite the changes in the relationship.
The similiarities between the brands are hard to ignore.
Sacflyer From United States of America, joined Jan 2004, 371 posts, RR: 2
Reply 10, posted (10 years 2 months 1 week 4 days 16 hours ago) and read 7334 times:
I once read a story that the Allegheny to USAir name change was due to a poll put out by Allegheny asking people to rank several airlines. USAir was one of the choices and even though it didn't really exist, it ranked higher than Allegheny.
I'm just happy that RR ratings can't be in negative numbers!