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Most Successful Rebranding?  
User currently offlineCyprus-Turkish From United States of America, joined Nov 2001, 199 posts, RR: 0
Posted (13 years 1 week 1 hour ago) and read 2597 times:

Which airline do you think has gone through most successful re-paint job? adapted a much better logo? and simply looks much better than it ever did?
I am voting for BMI. They have gone through an enormous mutation in looks. Look at these before and after pics:


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Photo © Paulo carvalho



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Photo © AirNikon



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Photo © Chris Sheldon



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Photo © Jason Taperell



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Cyprus-Turkish

25 replies: All unread, showing first 25:
 
User currently offlineMatt D From United States of America, joined Nov 1999, 9502 posts, RR: 47
Reply 1, posted (13 years 1 week 1 hour ago) and read 2540 times:

As for "re-branding" in the sense of changing livery, I cannot imagine anyone can top Continental.

They went from hovering near extinction to top rated (customer satisfaction, on time performance, and profitability) airline in the span of just 4 years.

As for a "true rebranding", where a name change was involved, I would have to argue that the Valujet/AirTran rebrand was probably one of the more successful changes.

We all know where Valujet was at by the fall of 1996.

When they became AirTran (by buying out the original AirTran, and adopting that name) they went pretty far up. Maybe not the best airline in the US, but definitely leaps and bounds above where they were when "Critter" was sent up the river.


User currently offlineCyprus-Turkish From United States of America, joined Nov 2001, 199 posts, RR: 0
Reply 2, posted (13 years 1 week 1 hour ago) and read 2507 times:

When Delta Airlines became Delta, doesn't that count as rebranding?

User currently offlineMatt D From United States of America, joined Nov 1999, 9502 posts, RR: 47
Reply 3, posted (13 years 1 week 1 hour ago) and read 2507 times:

I think someone needs to clear up the definition of "rebranding".


I've never considered a livery change to be a rebranding per se.

Continental, United, Delta, have all introduced new liveries. But they are still Continental, United, and Delta.

The brand name has not changed.

I've always considered rebranding to be where a corporate entity has actually been re-named (to a "new" brand, hence re-branded.)

Allegheny/USAir/USAirways

Air West/Hughes Airwest

Valujet/AirTran

THOSE are actual re-brands.


User currently offlineDutchjet From Netherlands, joined Oct 2000, 7864 posts, RR: 56
Reply 4, posted (13 years 1 week 1 hour ago) and read 2495 times:

CONTINENTAL

User currently offlineCyprus-Turkish From United States of America, joined Nov 2001, 199 posts, RR: 0
Reply 5, posted (13 years 1 week 1 hour ago) and read 2486 times:

British Midland to British Midland International (BMI) sounds like a rebranding to me. But to be honest i don't know the dictionary meaning of rebranding for aviation.

User currently offlineILS From , joined Dec 1969, posts, RR:
Reply 6, posted (13 years 1 week ago) and read 2484 times:

Definately CO!

User currently offlineQatar From , joined Dec 1969, posts, RR:
Reply 7, posted (13 years 1 week ago) and read 2476 times:

Qatar Airways.

When they relaunched/rebranded they used this slogan in Arabic here is the translation "We changed everything except the name"

The difference in the c/s
Before

"I was on this flight"

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Photo © Torsten Maiwald



After

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Photo © Barrie Higham




User currently offlineSccutler From United States of America, joined Jan 2000, 5615 posts, RR: 28
Reply 8, posted (13 years 1 week ago) and read 2472 times:

Either Texas International -- Continental (since TI bought CO, and adopted the CO name);

or (more realistically)

Allegheny -- USAir/US Airways

ValuJet -- AirTran



...three miles from BRONS, clear for the ILS one five approach...
User currently offlineStar_world From Ireland, joined Jun 2001, 1234 posts, RR: 0
Reply 9, posted (13 years 1 week ago) and read 2458 times:

Actually, according to BMI, the "I" doesn't stand for International at all, they say it has no actual meaning and that it's just a name.

Over the next 2 years they plan to drop the "British Midland" part of the name, and they will just be called 'bmi' - they felt that if they had done it all together, it would have caused loss of brand recognition with their customers...

star_world


User currently offlineCaribb From Canada, joined Nov 1999, 1639 posts, RR: 8
Reply 10, posted (13 years 6 days 20 hours ago) and read 2413 times:

In terms of a straight forward livery change I'd say US Airways was the biggest improvement.

User currently offlineCV640 From United States of America, joined Aug 2000, 952 posts, RR: 5
Reply 11, posted (13 years 6 days 19 hours ago) and read 2410 times:

I too have to agree with Valujet/AirTran. Most people think that Valujet just went away and AirTran is a new airline, no idea that they are the same. Just made improvements and adopted a whole new name, paint job, and getting new aircraft.

User currently offlineSoku39 From United States of America, joined Nov 2000, 1797 posts, RR: 9
Reply 12, posted (13 years 6 days 19 hours ago) and read 2403 times:

I think the Aeroflot is getting there and I'd really like to see them succeed.


The Ohio Player
User currently offlineBWIrwy4 From United States of America, joined Nov 2001, 940 posts, RR: 1
Reply 13, posted (13 years 6 days 19 hours ago) and read 2392 times:

How can US Airways be a rebranding if half the planes are still in the old color scheme four years later.

User currently offlineAMX From Mexico, joined Oct 2001, 91 posts, RR: 0
Reply 14, posted (13 years 6 days 17 hours ago) and read 2361 times:

Altogether definitely Continental! and if it's just the livery makeover, I would go for BA!

AMX



Arriba Sonora!!!
User currently offlineCyprus-Turkish From United States of America, joined Nov 2001, 199 posts, RR: 0
Reply 15, posted (13 years 6 days 16 hours ago) and read 2358 times:

I don't know too much about Aeroflot's plans or products, but man they manage to make a 777 look awful!!!

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Photo © Paul Dopson



User currently offlineTwaneedsnohelp From , joined Dec 1969, posts, RR:
Reply 16, posted (13 years 6 days 2 hours ago) and read 2296 times:

Definately Continental, they are a completely new airline!. It's extraordinary what they've come through.

User currently offlineLoneStarMike From United States of America, joined Jul 2000, 3867 posts, RR: 34
Reply 17, posted (13 years 5 days 19 hours ago) and read 2269 times:

Do dead airlines count? If so, here's a 'rebranding from the past".

Back in the early 1960's, Braniff kind of had a boring image. Their domestic route system was mainly limited to the midwest, although they did have some routes in South America. I don't think they were anything real special back then and god knows their livery didn't "stand out".


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Photo © Terry Wall


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Photo © Ted Miley


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Photo © Mel Lawrence

Then along came Harding Lawrence and the End of the Plain Plane campaign. A new look for the aircraft inside and out, wild new pucci-designed hostess uniforms and a showplace of a terminal when it moved into the East Concourse at Love Field in December 1968, complete with the Jetrail.


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Photo © John P. Stewart


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Photo © Mel Lawrence


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Photo © John P. Stewart

I think, at the time, that this was a successful rebranding. They were hip, they were chic, they were sheik, they had style. They wanted to make flying fun again. They got the attention of the traveling public and grew and made money almost every year up until 1979.

Once deregulation happened, Harding Lawrence at Braniff thought that the whole thing would be a failure and the government would eventually go back to regulating the airlines. He felt like Braniff's only hope was to grab as many new routes as it could before the government "came to it's senses".

Unfortunately (for Braniff), deregulation stayed and Braniff had tried to get too big, too fast, and ended up falling on their faces.

LoneStarMike

User currently offlineAir Orange From , joined Dec 1969, posts, RR:
Reply 18, posted (13 years 5 days 14 hours ago) and read 2257 times:

KLM changed it's white roof and bi-blue-window line towards a mid-blue roof with a dark blue window line. I do not like the white KLM tail but in combination with the fuselage colours it looks quite neat.

Continental; what do I have to say more...when I see those planes with this magnificant colourscheme and tremendous beautiful logo I almost want to eat them; they look soo tastefull. Pure state of the art.

SAS: they can never achieve a better change than they did "recently".

Best tail fin design improvements are Alitalia, Air France and Northwest, Transavia Airlines, Lan Chile and the new Air holland

Best logo design improvements are BA, US Airways, Garuda, Varig

I like the new, just unveiled, Australian airline "Australian"; very beautiful logo and colours.

I have problems with the current BA (it is not an up-grade but a de-grade), Braathens, Iberia, TAP and another number of liveries. Okay "that's your problem" I can hear you saying.


User currently offlineMarara From Australia, joined Oct 2001, 678 posts, RR: 0
Reply 19, posted (13 years 2 days 17 hours ago) and read 2194 times:

Sri Lankan


I like work: it fascinates me. I can sit and look at it for hours. Jerome K Jerome
User currently offlineHkg_clk From Hong Kong, joined Jan 2001, 999 posts, RR: 2
Reply 20, posted (13 years 2 days 17 hours ago) and read 2183 times:

I agree. Sir Lankan definitely. Look at how much better their 340s look in the new scheme!


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Photo © Andrew Hunt



What a pity some of their planes were destroyed recently. I hope they're doing better now.



See my homepage for a comprehensive guide to spotting and photography at HKG
User currently offlineAir Taiwan From Australia, joined Dec 1999, 1518 posts, RR: 4
Reply 21, posted (13 years 2 days 16 hours ago) and read 2180 times:

China Airlines (TAIWAN)?

old colours

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Photo © AirNikon



new colours

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Photo © Torsten Maiwald



quite a bid difference isn't it!

rgds

jimmy


User currently offlineAirmale From Botswana, joined Sep 2004, 381 posts, RR: 1
Reply 22, posted (13 years 2 days 14 hours ago) and read 2165 times:

In my opinion its All Nippon Airways;

From
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Photo © Motoki Matsuura



To
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Photo © Matsushita Masashi - aozora karugamotai -



ofcourse they dont operate the L1011 anymore Smile



.....up there with the best!
User currently offlineTimmay From United States of America, joined Sep 2007, 0 posts, RR: 0
Reply 23, posted (13 years 2 days 8 hours ago) and read 2147 times:

My vote goes to South African, from South African Airways / Suid Afrikaanse Lugdiens (orange tail and flying Springbok) to simply South African with the beautifully executed version of the national flag on the tailfin.

User currently offline9Y-ISA From Trinidad and Tobago, joined May 2001, 222 posts, RR: 1
Reply 24, posted (13 years 2 days 3 hours ago) and read 2122 times:

If you're talking about looks, then I would say BWIA International to BWIA West Indies. I don't know about financially though.

BEFORE:

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Photo © Michael F. McLaughlin



AFTER:

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Photo © Ariel Shocron



User currently offlineGrowly150 From United States of America, joined Sep 1999, 158 posts, RR: 0
Reply 25, posted (13 years 1 day 21 hours ago) and read 2071 times:

All I can say is that when i first read the topic, AirTran was first to mind.

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