|Quoting CX Flyboy (Reply 35):|
This rebrand is about appeal to the global market, not just Mainland chinese. Dragonair is already well known there but around the world when people buy a CX ticket to China they see that they have to connect to an airline called Dragonair and they have no idea what this is, whether they are safe etc... changing the branding will make it more seamless.
To back that up with an anecdote: I recently took a KA
flight as a connection to a long haul CX
service, which got my girlfriend a little worried: "Are you sure that's a safe airline? I never heard of them? Can't you fly on Cathay all the way?." After I explained that KA
is wholly owned by CX
and up to CX
standards (well their food is even better
) all was good, but I imagine there are many more people that CX
wants to reach with their growing long haul flights, who will feel safer when told that "KA is the same as CX
". Dragonair is a very strong brand in mainland China, but basically everywhere else the airline is barely known, but the Cathay brand is considered to be premium.