Can a rebrand change our thoughts about a brand and its history? Whenever a big name brand suffers adverse publicity, whatever the reason for the loss of public confidence, it can be hard for the company affected to disassociate its self from our negative feelings.
This week sees Malaysia Airlines begin operations under its new corporate entity, Malaysia Airlines Berhad. Not an immediately catch name, and it’s not easy to see the reasoning behind the choice. Marketing advisors must feel that the additional word tagged on the end, will be enough to convince us of an overhaul we can have confidence in.
It’s hoped the rebrand will form a major part of the carrier’s turnaround plan, and herald a new beginning for the airline, which hopes to break even in 2018.
It may only look like tweak, but it means a lot to the airline who hopes that this signals the start of a new
This is the latest stage in a process started last August when the Malaysian Government resumed total ownership of the carrier, removing it from the country’s stock exchange.
The move followed two notorious and aviation disasters in 2014 and years of dire financial performance. The tragic loss of life in those incidents and the subsequent global media coverage and speculation took its toll on the airline. The disasters raised the awareness of the airline in everyone’s consciousness, and kept it there, but the toxic association with catastrophic events clearly had a negative impact on the company.
A new CEO, Christoph Mueller, was also appointed to overhaul the troubled airline, which last week received an Air Operating Certificate under the new name. But will a new CEO and a new name affect the way we feel about the carrier and its history?
Will this rebrand restore your confidence in the airline?