Nowadays, the oh-so-magic word branding barely emerges the basic level of the average CEO.
It's a quick stroll through Marketing, followed by a "let's be cool and get a new livery, ensuring for more customers". However this is NOT the way things work and it all is a big misinterpretation and underjudegement of the usual human mind. Branding goes EXTREMELY deep with Design making a merely 70% of the whole image, IF
and only IF
the design goes from top to bottom: Livery and logo is only a very small part, barely seen by the passenger. Way more important is interior cabin design, office architecture and the overall image / media picture. Passengers judge by what surrounds them inflight and on ground
The minute-split glimps they get on the fuselage upon boarding won't help much if seats are your 1990s worn out average and FAs appear in badly tailored suits.
It all has to be consistent .. look at Swiss for example ... EXCELLENT overall performance .... Suits, office, livery, logo, seats, even the inflight entertainment screen interface matches..... perfect!
Good other ones are Lufthansa, Swiss, Etihad, Emirates, ....
Bad fellas are Avianca or Aeroflot
Trittst im Morgenrot daher, seh ich dich im Strahlenmeer ...