Cyprus-Turkish
Topic Author
Posts: 189
Joined: Tue Nov 20, 2001 2:02 am

Most Successful Rebranding?

Sun Dec 16, 2001 7:07 am

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:


Click for large version
Click here for full size photo!

Photo © Paulo carvalho



Click for large version
Click here for full size photo!

Photo © AirNikon



Click for large version
Click here for full size photo!

Photo © Chris Sheldon



Click for large version
Click here for full size photo!

Photo © Jason Taperell



Click for large version
Click here for full size photo!

Photo © Chris Sheldon



Click for large version
Click here for full size photo!

Photo © Jason Ringadoo



Cyprus-Turkish
 
Matt D
Posts: 8907
Joined: Fri Nov 19, 1999 6:00 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 7:15 am

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.
 
Cyprus-Turkish
Topic Author
Posts: 189
Joined: Tue Nov 20, 2001 2:02 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 7:42 am

When Delta Airlines became Delta, doesn't that count as rebranding?
 
Matt D
Posts: 8907
Joined: Fri Nov 19, 1999 6:00 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 7:45 am

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.
 
dutchjet
Posts: 7714
Joined: Sat Oct 14, 2000 6:13 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 7:46 am

CONTINENTAL
 
Cyprus-Turkish
Topic Author
Posts: 189
Joined: Tue Nov 20, 2001 2:02 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 7:49 am

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.
 
ILS
Posts: 2291
Joined: Fri Nov 09, 2001 2:34 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 7:51 am

Definately CO!
 
Guest

RE: Most Successful Rebranding?

Sun Dec 16, 2001 7:56 am

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"

Click for large version
Click here for full size photo!

Photo © Torsten Maiwald



After

Click for large version
Click here for full size photo!

Photo © Barrie Higham


 
sccutler
Posts: 5556
Joined: Thu Jan 27, 2000 12:16 pm

RE: Most Successful Rebranding?

Sun Dec 16, 2001 7:56 am

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...
 
star_world
Posts: 943
Joined: Mon Jun 25, 2001 7:52 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 8:12 am

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
 
caribb
Posts: 1502
Joined: Mon Nov 08, 1999 6:33 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 12:37 pm

In terms of a straight forward livery change I'd say US Airways was the biggest improvement.
 
cv640
Posts: 843
Joined: Wed Aug 30, 2000 8:10 pm

RE: Most Successful Rebranding?

Sun Dec 16, 2001 12:58 pm

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.
 
Soku39
Posts: 1731
Joined: Fri Nov 03, 2000 7:16 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 1:08 pm

I think the Aeroflot is getting there and I'd really like to see them succeed.
The Ohio Player
 
BWIrwy4
Posts: 877
Joined: Thu Nov 15, 2001 1:41 pm

RE: Most Successful Rebranding?

Sun Dec 16, 2001 1:40 pm

How can US Airways be a rebranding if half the planes are still in the old color scheme four years later.
 
AMX
Posts: 87
Joined: Fri Oct 19, 2001 9:43 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 3:47 pm

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

AMX
Arriba Sonora!!!
 
Cyprus-Turkish
Topic Author
Posts: 189
Joined: Tue Nov 20, 2001 2:02 am

RE: Most Successful Rebranding?

Sun Dec 16, 2001 3:51 pm

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

Click for large version
Click here for full size photo!

Photo © Paul Dopson

 
Guest

RE: Most Successful Rebranding?

Mon Dec 17, 2001 6:16 am

Definately Continental, they are a completely new airline!. It's extraordinary what they've come through.
 
LoneStarMike
Posts: 2802
Joined: Sat Jul 01, 2000 1:02 pm

RE: Most Successful Rebranding?

Mon Dec 17, 2001 1:05 pm

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".


Click for large version
Click here for full size photo!

Photo © Terry Wall


Click for large version
Click here for full size photo!

Photo © Ted Miley


Click for large version
Click here for full size photo!

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.


Click for large version
Click here for full size photo!

Photo © John P. Stewart


Click for large version
Click here for full size photo!

Photo © Mel Lawrence


Click for large version
Click here for full size photo!

Photo © John P. Stewart


Click for large version
Click here for full size photo!

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

 
Guest

KLM And Continental...

Mon Dec 17, 2001 6:40 pm

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.
 
Marara
Posts: 634
Joined: Fri Oct 19, 2001 11:29 pm

RE: Most Successful Rebranding?

Thu Dec 20, 2001 3:14 pm

Sri Lankan
I like work: it fascinates me. I can sit and look at it for hours. Jerome K Jerome
 
hkg_clk
Posts: 980
Joined: Sun Jan 07, 2001 2:56 pm

RE: Most Successful Rebranding?

Thu Dec 20, 2001 3:36 pm

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


Click for large version
Click here for full size photo!

Photo © Toni Marimon




Click for large version
Click here for full size photo!

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
 
Air Taiwan
Posts: 1498
Joined: Fri Dec 03, 1999 3:06 pm

RE: Most Successful Rebranding?

Thu Dec 20, 2001 4:32 pm

China Airlines (TAIWAN)?

old colours

Click for large version
Click here for full size photo!

Photo © AirNikon



new colours

Click for large version
Click here for full size photo!

Photo © Torsten Maiwald



quite a bid difference isn't it!

rgds

jimmy
 
airmale
Posts: 7125
Joined: Fri Sep 17, 2004 4:48 pm

RE: Most Successful Rebranding?

Thu Dec 20, 2001 6:23 pm

In my opinion its All Nippon Airways;

From
Click for large version
Click here for full size photo!

Photo © Motoki Matsuura



To
Click for large version
Click here for full size photo!

Photo © Matsushita Masashi - aozora karugamotai -



ofcourse they dont operate the L1011 anymore Smile
.....up there with the best!
 
timmay
Posts: 121
Joined: Sat Sep 29, 2007 11:03 am

RE: Most Successful Rebranding?

Fri Dec 21, 2001 12:05 am

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.
 
9Y-ISA
Posts: 217
Joined: Sun May 27, 2001 4:17 pm

RE: Most Successful Rebranding?

Fri Dec 21, 2001 5:37 am

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

BEFORE:

Click for large version
Click here for full size photo!

Photo © Michael F. McLaughlin



AFTER:

Click for large version
Click here for full size photo!

Photo © Ariel Shocron

 
growly150
Posts: 126
Joined: Mon Sep 27, 1999 2:31 am

RE: Most Successful Rebranding?

Fri Dec 21, 2001 10:55 am

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