BmiBaby737 From United Kingdom, joined Jun 2005, 1635 posts, RR: 10 Reply 1, posted (3 years 8 months 1 day 6 hours ago) and read 14413 times:
I don't know if it's a reliable source or not, but the "World Radio Switzerland" have this to say:
Quote: Swiss buys Swissair trademark
The airline Swiss has bought the rights to the trademark Swissair, the airline it took over seven and a half years ago, but has no plans to use the brand itself.
Swiss says it only bought the Swissair brand so that no one else could use it.
The airline won’t say how much it paid for the trademark, but estimates are around CHF 10 million, far less the value attributed to the brand when the company collapsed, which was about CHF 500 million.
Swissy From Switzerland, joined Jan 2005, 1734 posts, RR: 5 Reply 5, posted (3 years 8 months 1 day 3 hours ago) and read 13724 times:
It makes sense for LX to secure the SR name for an reasonable price... just to protect their brand.... I still cannot believe how many people still refer to Swiss by the name Swissair..... even 9 years after the end... so the SR legacy lives on... Re-branding would not make any sense for LX as LX is slowly but surly creating its own brand.....
ZRH From Switzerland, joined Nov 1999, 5535 posts, RR: 40 Reply 8, posted (3 years 8 months 1 day 1 hour ago) and read 13376 times:
As I posted in the Swiss Aviation thread, they could omit the "International" in the name "Swiss International Airlines" and more important change back to "SR" instead of "LX". I always hated the code "LX". The ICAO code was and is still SWR.
Jfk777 From United States of America, joined Aug 2006, 7342 posts, RR: 7 Reply 9, posted (3 years 8 months 1 day ago) and read 13202 times:
One of my great regrets is never flying SwissAIR. One morning years ago I was at GVA waiting for a BA flight to LHR to go to Miami. I saw that 747-300 landing in from JFK, when they were NEW, and thought how great it looked. I wished I had taken that 743 to JFK.
GVAJFKflyer From Switzerland, joined Aug 2009, 99 posts, RR: 0 Reply 13, posted (3 years 8 months 19 hours ago) and read 9680 times:
Renaming our national airline "Swissair" could certainly make sense. The brand had a good reputation abroad, and was loved in Switzerland. I do not believe it would carry the memory of the October 2001 grounding to the serious detriment of the operations.
However, as pointed out in the article from Tribune de Genève, re-branding always creates a risk of confusion. It is, in addition, a very expensive process. Since the "Swiss" brand has earned itself a good reputation, I take the view that they should not change it.
As for a return of the SR prefix, as ZRH mentioned, it would certainly be welcome by me, and a few others
Viscount724 From Switzerland, joined Oct 2006, 21464 posts, RR: 24 Reply 14, posted (3 years 8 months 19 hours ago) and read 9433 times:
Quoting Babybus (Reply 6): Keeping their current crisp white image but changing their name back to Swissair wouldn't be such a bad idea.
Quoting GVAJFKflyer (Reply 13): Renaming our national airline "Swissair" could certainly make sense. The brand had a good reputation abroad, and was loved in Switzerland.
You are forgetting that Switzerland is more than ZRH. Swissair had a terrible image in the GVA area after they basically abandoned GVA in the mid-1990s as part of their strategy to move longhaul flights that previously served GVA to ZRH to establish ZRH as their single longhaul hub (leaving only one daily GVA-JFK flight). Until then Swissair had many longhaul flights from GVA, especially to Africa, and even GVA-LAX nonstop. Swissair also eliminated many European routes from GVA at that time, forcing 90% of GVA passengers who wanted to fly Swissair almost anywhere to connect at ZRH. Although it's a new company, some GVA residents still won't fly LX because of their memory of how Swissair treated GVA during that period.
I don't disagree with Swissair's policy then as Switzerland is too small for two hubs, and it was the only way for Swissair to compete with other major European carriers with one strong hub, but it seriously hurt their image in the French-speaking part of Switzerland.
Since so many people outside Switzerland still refer to LX as Swissair anyway, I don't see any benefits from changing the name.
Viscount724 From Switzerland, joined Oct 2006, 21464 posts, RR: 24 Reply 18, posted (3 years 8 months 17 hours ago) and read 8162 times:
Quoting Jetblast (Reply 16): Swissair is easier to say than Swiss International Airlines, and people know what you are talking about.
Nobody ever says "Swiss International Airlines". The only place you see that is in the small print in advertising etc. where they show their legal name. I've never heard anyone call it anything but "Swiss" in Switzerland, and elsewhere often Swiss Air, just like many Americans in particular call BA "British Air".
As a GVA resident, I hardly forgot how Swissair treated us. However, I believe that the tidal wave created by the decision to "repatriate" virtually all longhaul flights, and many shorthaul flights, to ZRH was eventually placated by the exceptional reaction of the airport management in GVA, who managed to make for it very well (from the early development of EasyJet operations to the most recent opening of two new intercontinental destinations: IAD and YUL).
Those who, in French-speaking Switzerland, turned their back to Swissair because of their decision to "abandon" GVA, did not forget it with the adoption of the Swiss brand. And, at the time of the grounding in October 2001, there was a nationwide emotion for the fate of Swissair (although I admit there might have been a little Schadenfreude in the French-speaking part of the country), and a strong sense of solidarity for Swissair employees.
That being said, as I mentioned in my earlier post, I agree that the Swiss brand should not be changed back to Swissair.
FRAspotter From South Korea, joined May 2004, 2315 posts, RR: 10 Reply 23, posted (3 years 8 months 14 hours ago) and read 6203 times:
Quoting Slz396 (Reply 2): It's not uncommon for successor airlines to buy the name of their predecessor once it becomes available, just to avoid seeing somebody else launch a new airline with the old name...
I wish someone would have done that for the old Pan Am trademark instead of having it used again multiple times for regional/charter airlines that were a complete joke IMO compared to the once grand airline of yesteryear...
"Light travels faster than sound. This is why some people appear bright until you hear them speak."