Airline rebranding


“Flying the friendly skies is over. Time for some serious airline rebranding.”

Airline rebranding market study

Airline Rebranding: An Analysis of the Airline Industry

Several years ago, Stealing Share wrote about airline rebranding (repositioning) taking a deep look at the airline industry.

It was in extreme flux with a preliminary airline market study.

The model appeared broken. Low passenger volume and bankruptcy marked the category. 

We observed how the airline carriers were responding. That answer was, “They weren’t.”

If anything, most responded like what you’d expect from cold-hearted corporations.

They passed along the costs of fuel to the passengers by adding fees, including for checked baggage. (Which has the negative effect of more passengers place their luggage in the overhead compartments.)

Mergers Necessitate Airline Rebranding

Mergers have combined six of the biggest airlines, these include – Delta & Northwest, United & Continental, American & US Airways.

As mergers increase, passengers’ needs take a backseat in what the industry thinks is airline rebranding.

Airline RebrandingDelta has a new campaign. The theme of “Keep Climbing” would be resonant except for the truth of passenger experience.

United is still developing its new attempt to create preference with a new campaign. In fact, they all struggle.

Some things have not changed

What hasn’t changed in Stealing Share’s new airline rebranding study (see the article on rebranding elements) is the concept of passenger anger. If anything that anger is worse. For instance, we had a US Airways flight attendant basically bailout of a flight because passengers were too unruly.

The press and social media practically honored him for it. Alec Baldwin got into a ruckus with a flight attendant overplaying Words with Friends.

This is just the tip of the iceberg. It’s only a matter of time until passenger anger amounts to something physically dangerous. (Which it has, with a United passenger being beaten up.)

Today’s Airline Rebranding Means “It’s a Broken Model.”

Our airline rebranding study will not focus on the industry’s flawed operations – though it could. Quite simply, airlines can overcome passenger anger by considering their needs first. However, the real key to airline rebranding is in creating brand preference.

We don’t need an airline rebranding study to indicate that airlines in a bad state.

The current problem is that there are not any unique reasons to choose one brand over another. The idea of airline rebranding is lost on the industry.

However, the method by which passengers observe themselves as a part of an airline brand is the singular way to alleviate their anger.

Passengers Do Not Have Preference

The problem with creating a preference in this industry is that passengers have a hard time selecting an airline even if they have a preferred choice. Theoretically, Arline rebranding is supposed to fix that problem.

We will examine this concept in this airline rebranding study

Airline Rebranding: BOEING Dreamliner Essentially, airline passengers are trapped by price, location of hubs, flight times, and loyalty programs.

Oftentimes, we choose an airline based on who can get us from Point A to Point B the fastest and cheapest – and by adding miles to a loyalty plan. (Read an article on Airline Frequent Flyer Affinity Programs here.)

Airline Preference

This airline rebranding study shows that creating preference can indeed happen and there’s an enormous opportunity to do it.

As is, there is at least one carrier creating preference by building an emerging brand. However, that carrier is still searching for a desired sweet spot.

The rest? They are wallowing in a self-inflicted mire. We’ve analyzed the four largest domestic carriers to examine what they are doing about it today.

Airline Rebranding: The Major Domestic Airline Carriers

American Airlines

American Airlines rebrandingAmerican was the only major carrier that had not gone through a merger until recently. Now it has swallowed up US Air. And they started an airline rebranding project to freshen their look.

But even without the merger, it had gone through plenty, nonetheless. (Our thoughts on the American-US Airways merger click here.)

Airline rebranding market studyChanges are happening so quickly with American Airlines we had to update the airline rebranding study monthly. It had filed for bankruptcy and laid-off workers with plans to lay off more.

It is now the largest airline in the world surpassing United-Continental and Delta-Northwest since their mergers

The New American Airlines

Basically, The New American is struggling. How did it get to this point?

In the last airline rebranding market study, we looked hard at American and we saw a market leader playing defense.

Its old theme line of, “We Know Why You Fly” intended to show that American knew the reasons why you fly.

These reasons being: visiting your grandmother or surprising your wife. However, that was just marketing the category benefits of flying, not the reasons why you fly American.

Now they talk about “The New American” and speak of “The world’s largest airline” and “Time Flies.”


American Lacks Presence

American Airlines is vulnerable to losing its market share because it lacks preference.

So what does American do about it? It only slightly changed course promoting a New American and an “ease of the travel experience.” That confusing idea will not help with airline rebranding.

You read that right. It was two campaigns, but you can hardly tell the difference. Only the decoration has changed.

American is Missing the Mark

There are other examples but American Airlines seems to believe it is addressing the frustrations of passengers head-on. However, the tone is similar to the competition (think of old United). It doesn’t align itself with the anger many passengers face.

Airline RebrandingThey are forgettable and only market the product benefits

To become a clear choice, you must be positioned against the competition.

That’s a problem American Airlines did not solve in recent years. It’s also one of the reasons why it has lost market share. The mergers have also played a large part. But those alone don’t account for the millions it has lost.

Airline rebranding is also about more than having a different message. Tone and attitude count too (see Southwest). They must also be different and better.

American, once the 800-pound gorilla in this industry, is fast becoming its weakling. It’s time for American to adopt a new approach.

Delta Airline

Airline rebranding: Delta has a new logoDelta Airlines is one of the most interesting in this airline market study. It has utterly failed to capitalize on any equity the merger with Northwest might have.

When we last looked at it, Delta looked a bit lost. It focused too much on itself and even aired that old standby, our good employees.

It changed advertising agencies and campaigns like it had money to burn. (Five different themes in 10 years is craziness.)

Since then, Delta has merged with Northwest, making it briefly the market leader until United and Continental merged. Like that merger, Delta and Northwest immediately came out with an interim campaign of “Together in Style” and “One Great Airline.”

Most interim campaigns are similar as companies assess what the new brand should actually mean. That takes time and hard work. However, once Delta seemingly figured it out, it still had the same problem: It’s always about Delta, not the passenger. (Download a PDF of an article we wrote about a Delta Airlines branding failure here.)

Delta’s New Campaign


Its new campaign promotes the theme of “Keep Climbing.” But if you watch this TV spot, it’s all about Delta. There’s no place for the passenger in it.

Airline rebranding: Delta Ad

To be fair, there’s a brief second or two that addresses passenger frustrations. But in a whimsical way. But the point is clear: We (Delta) work hard and we’re the ones climbing.

Little preference beyond hubs

That probably does a great job elevating morale within Delta. But it does very little in terms of creating preference and thus, does not aid airline rebranding.
In terms of tone and attitude, it’s very similar to what United has always done but better. Even the Donald Sutherland voiceover is reminiscent of the Gene Hackman one for old United ads – only without the Gershwin.

It’s interesting to note that few remember the Delta-Northwest merger and not just because it’s been more than three years since it happened.

The cumulative effect has been that nothing has changed, at least from the perspective of passengers. Just more flights and destinations – like this print ad shows.

United Airlines

Airline rebranding: United Airlines LogoWhen we last left United Airlines, we gave it credit for having the strongest equity markers in the industry. Gershwin’s “Rhapsody in Blue,” a consistent look and feel, and the most sophisticated brand in the industry.

Since then, the United CEO (Jeffery Alan “Jeff” Smisek) resigned do to a new scandal involving influence peddling. Will the change in leadership herald a change in the business model?

Only if United Airlines can get out of their own way. But I think this airline rebranding study shows just more of the same.

What Changed at United?

Airline RebrandingMuch has changed for United, and not for the better. United merged with Continental, combining the two logos into one and introducing an interim campaign meant to highlight features rather than the new brand.

Recently, United hired McGarryBowen to create a new campaign. The campaign is obviously intended to reveal what the newly merged United means – and if it’s any different than before. 

McGarryBowen is known for its campaigns for Chase Bank, 7UP, Miracle Whip and that truly failed brand, Sears. Most of the spots are centered on product benefits. 

After the merger

It’s a mildly troubling sign that when United and Continental first merged, the first ads out (not by McGarryBowen) were of the product benefit variety. They simply featured low fares, being able to watch DirecTV on flights, and increased destinations. The same messages as everybody else.

Airline rebranding: United Ad

If anyone in the airline industry can truly reflect the customer, it’s these guys. This is meant in the plural because we gave high marks to Continental in the last airline rebranding study.

United’s Brand Sense May Give it an Advantage with Continental

Back then, Continental was the only one that considered passenger frustration. It played off what you, as a passenger, should expect from an airline. That an airline should fulfill its promises and that professionals should fly like professionals.

We noted in the last airline rebranding study that it wasn’t a long-lasting brand take because it was still too soft. But it showed a kind of fearlessness. That ability to address the elephant in the room combined with United’s brand sense may produce the most meaningful brand in the market.

It certainly has the power to do so. Right now, United is the largest domestic carrier, just nudging Delta.


The Challenge of a Combined Logo

Before we leave United, a word about the logo. It intends to demonstrate the combined strengths of each brand (United name, Continental’s globe). I’m hoping that kind of intended synergy works to its advantage.

We’re not fans of the merged logo, though. But we’re aware that the success of the logo is dependent on what the new brand will mean. A logo is only a visual demonstration of that brand. At the moment, the logo itself reflects the interim feel of United’s positioning.

A new logo is probably not in play. But to truly capture market share, United should consider it. Especially if projectable market research finds there’s a higher emotional intensity, which we would expect it would.

Then the whole process will start again.

Southwest Airlines

Airline rebranding: Southwest AirlinesNow we’re talking. In the previous airline rebranding study, Southwest was the only carrier that took a different position than its competitors. However, it’s still a relatively small player compared to the giants.

Not anymore. They are a major player today. It has risen among domestic carriers. But nobody outspends Southwest when it comes to national TV advertising.


We’ve all seen them. The campaign, “Bags Fly Free,” is only a mild step away from its previous, “You Are Now Free to Move About the Country.” The campaign still has the Southwest populist angle.

The tone and attitude are certainly different than the competition, and Southwest has always been that way. Even its model is different.

Is it Better?

The question is whether it’s better. You could hang a picture upside down and it would certainly be different. But would it be better?

Airline rebranding

Southwest can climb even higher.

In this case, it is better. The numbers certainly demonstrate it as Southwest’s earnings rise.

But isn’t “Bags Fly Free” just a product benefit? Yes, and largely no.

For one thing, its tone, attitude, and even messaging are strongly encased within the Southwest brand. You could see those ads and say to yourself, “Only Southwest could do that.”

There’s another reason, though. The campaign takes direct aim at the competition, thus feeding – although mildly – into the frustration of passengers. It’s not angry by any means.

Is funny enough?

The spots are mostly funny, but Southwest’s claim on that spot goes back for years. (American took a crack at being funny a few years ago, and it didn’t feel right.)

Additionally, the underlying message in “Bags Fly Free” is that Southwest isn’t going to screw you. Not like those other guys.

That is what passengers are feeling. That the airlines are taking advantage of us. Charging for bags is only the start.

Southwest holds a solid position right now and it can only get stronger if it finds new ways to dimensionalize the brand. So, they mock the other ways in which the competition cares less about the passenger.

Major Worldwide Carriers (Can’t Leave Them Out of Any Airline Rebranding Study)

The reputation of the non-U.S. airlines is they do it right. They take better care of passengers. They spend a great effort on providing luxury.

There is some truth to that and passengers have been responding with their wallets.

More people are flying in countries outside the U.S. than before, although some of that can be attributed to economic growth in Asia (China) and Latin America (Brazil).

However, it is these non-US carriers who are gaining market share (without acquisition), especially those in the Middle East. Emirates has been gaining market share faster than any airline in the world. China Southern, Etihad, Qatar, and Turkish Airlines are other major movers in global market share.

Emirates Airlines

Airline rebranding: Emirates LogoEmirates has grown by widening its reach and expanding into six continents to become the fastest-growing airline in the world, based on passengers carried.

That’s quite an impressive feat considering Emirates was only founded 25 years ago. Now, it’s the dominant player in the Middle East.

Government-owned and based in Dubai, (with backing from Dubai’s royal family), it has grown by investing heavily into the business. It doesn’t have the constraints of being a public company answering to a board of directors.

Emirates, for example, bought 130 aircraft in 2007 and has doubled in size every four years. Despite all that spending, Emirates has grown by at least 20% each year.

Emirates Marketing Strategy

That expansion has been part of its marketing strategy lately. The approach has basically included three components:

The wide variety of destinations, using the tagline “Over 100 destinations” that end its commercials; Building the category of visiting Dubai; and the luxury and glamour of flying on Emirates with first-class private cubicles and an on-board chef.

Emirates airline rebrandingHow effective are those ads? The glamour and luxury angle is extremely effective because it is different than the competitors. And Dubai is becoming a hot spot for world travelers.

Middle East Competitors

Etihad is a competitor in Dubai, but Emirates remains the market leader there. (Dubai even has one terminal solely dedicated to Emirates.)

Marketing the pleasures of visiting Dubai is a smart strategy for Emirates because it is the market leader. When you market a category (whether it’s healthy cereal or light beer), it only helps the market leader.

That’s because the market leader is always the default choice when all the messages are about category benefits.

The Marketing is Still Like Everyone Else

Airline rebrandingBut all is not perfect with Emirates. While its luxury is a reflection of its brand (you fly Emirates if you have class) and the Dubai promotions are tactically smart, Emirates’ marketing still hinges too much on having many destinations. That is a message delivered by everyone and is not a reason to choose.

It is probable that Emirates took that route as a piece of education because most travelers may just see it as a Middle Eastern-only airline. But the many destinations angle is so front and center, it feels overdone. The imagery already tells that story.

Emirates, while growing faster than anyone, can take the next step in airline rebranding – without having to invest so much in its inventory.

They can do this by understanding the belief systems (the answer to the question of why luxury and Dubai are important). If it could align itself with those, it would become more meaningful and find itself becoming the market leader in more markets.

Airline Rebranding: The Others 

The three largest global airlines after the American three and Emirates offer an interesting take on tone. Lufthansa, Air France, and British Airways may have somewhat similar messaging to other airlines (destinations, luxury appeal, heritage, etc.).

However, being positioned against the competition is as much about tone and attitude as it is about messaging because the right tone can be very emotional.

Air France

Airline rebranding: Air France LogoAir France has especially been better and different tonally of late, with a romantic air in its current L’Envol (“take-off”) campaign.

Take a look at this spot in which its aspiring and ethereal feeling invoking a kind of magic.


You could, in a sense, suggest that is so French, but that’s the point. There’s an elegance and beauty here you don’t see with anyone else. You recognize it as Air France. You can’t, though, in its marketing theme lines. “The Art of Flying” and “Making the sky the best place on Earth” doesn’t differentiate Air France nor is intensely emotional.

British Airways

Airline rebranding: British Airways LogoFor many years, British Airways claimed to be “The World’s Favourite Airline.” As one of the original legacy international carriers, tracing its roots back to BOAC, which was created in 1940, British Airways pioneered what it meant to be a globe trotter.

Their award-winning and emotional advertising by Saatchi & Saatchi and later M&C Saatchi positioned the brand to fulfill that “favorite” position. In many ways, British Airways has fallen victim to the Airline Frequent Flyer Alliance Catch-22.

Your domestic traffic limits your international traffic because frequent flyer affinity trumps choices. In the US, the dominance of the Star Alliance makes choosing British Airways a challenge for travelers.

In each case, the airline has staked out a unique position in the category – either because it has a unique tone (Air France), a reflection of its cultural heritage (British Air) or its own reputation (Lufthansa).

So why can’t the American-based airlines get airline rebranding right?



Airline rebranding: lufthansa-logoIn terms of market share, the leading European airline is Lufthansa. The carrier is based in Germany and, much like Emirates, has built a brand based on dependability and luxury – only with a sense of humor.

Lufthansa is one of the largest carriers in Europe with a well-developed hub system out of Frankfurt.

Their current brand theme of “Nonstop You” has an aspirational and personal feel that speaks about the customer more than the airline. Like DELTA’s theme Keep Climbing, “Nonstop You” positions the brand in terms of the flyer. But its cleverness masks its importance.

European carriers, especially Lufthansa and British Airways, are more prone to work stoppages due to labor disputes than their Asian and North American counterparts.

So many Lufthansa regulars are not non-stop. Neither are the flights with a hub system as entrenched as Lufthansa’s.


Low-Cost Providers

We’ve already mentioned the success of Southwest Airlines in this airline rebranding study. It is the king of the low-cost carrier crop. What’s interesting is the rest of the low-cost carriers try the same anti-big airline kind of messaging without the punch.

It is, in its way, similar to the mostly lame attempts of credit unions to be the anti-banks against the big banks. The problem with credit unions, however, is that they refuse to tap into the anger at banks. They are the smiley-happy faces of marketing that have almost no effect.


Airline rebranding: Jet Blue LogoTo illustrate this point, let’s briefly examine the next two low-cost carriers: JetBlue and AirTran.

Even though it is related to Southwest’s approach of being the anti-big airline, JetBlue had it nailed when it first started flying in 2000. It started with a “Bringing humanity back to air travel” that was ahead of its time as 9/11 hadn’t happened yet and passenger anger didn’t emerge until several years later.

Maybe it was the mistake of timing because JetBlue ditched that and went through a series of airline rebranding positions that were essentially meaningless.

That was especially true of the ill-fated “Happy Jetting,” which was overly clever and not about the passenger at all.

JetBlue has now come to, “You Above All,” which has the right sentiment in that it’s about the passenger and not the airline.

It needs to be more emotional and it’s essentially just talking about service. Service is usually a table stake and should not be a necessary component to airline rebranding. That is not the case anymore in these angry times with airlines.

There is No Emotion

JetBlue’s position still feels unbelievable because it’s so cliché and unemotional. This is especially the case when JetBlue became infamous for holding passengers on a plane for 11 hours a few years ago, waiting to take off.

And it’s especially true when JetBlue simply markets table stakes such as direct flights.


Airline rebranding: AirTran

AirTran is a stranger animal. Like most airlines, AirTran faced bankruptcy, and then in came a competitor to purchase it. That competitor, Southwest, has a more meaningful brand (because it’s positioned against something) and is a larger airline. 

Southwest bought AirTran because it wanted access to more hubs, especially in the Southeast. How much effect it’ll have on the AirTran brand is unknown at this point, but don’t be surprised if AirTran disappears in the coming years.

The idea of low prices (or even, no baggage fees) and service sound right in the face of passenger anger, but the big airlines are making a bit of a comeback because those airline rebranding positions are still not tapping into the anger of the market.

The tone is everything, and even the low-cost carriers fail to have it right.


Ryanair is the European leader in low-cost airfares. The Irish low-cost airline with HQ in Swords, County Dublin, Ireland, has main hubs at Dublin Airport and London Stansted Airline rebranding: RyanAirAirports. In 2013, Ryanair was the largest European airline by scheduled passengers carried.

Proof that airlines do very little to develop any brand loyalty beyond price.

The airline is seen as bare-bones and utilitarian. Ryanair even petitioned the European Aviation Authority to have aircraft with standing room (it was disallowed). But it still says a great deal about how air travel is more and more becoming as no-frills as a municipal bus service.

Airline Rebranding: Frequent Flyer Alliances

Star Alliance

Airline rebranding: Star Alliance LogoStar Alliance includes Adria Airways, Aegean Airlines, Air Canada, Air China, Air India, Air New Zealand, ANA, Asiana Airlines, Austrian, Avianca, Brussels Airlines, Copa Airlines, Croatia Airlines, EGYPTAIR, Ethiopian Airlines, EVA Air, LOT Polish Airlines, Lufthansa, Scandinavian Airlines, Shenzhen Airlines, Singapore Airlines, South African Airways, SWISS, TAP Portugal, THAI, Turkish Airlines, and United.


SkyTeam Alliance airline rebrandingSkyTeam includes Aeroflot, Aerolineas Argentinas, Aeromexico, AirEuropa, AirFrance, Alitalia, China Airlines, China Eastern, China Southern, Czech Airlines, Delta, Garuda Indonesia, Kenya Airways, KLM, Korean Air, Saudia, Tarom, Vietnam Airlines, and Xiamen Air.


Airline rebranding: OneWorld AllianceOneworld includes Airberlin, American Airlines, British Airways, Cathay Pacific, Finnair, Iberia, Japan Airlines, LAN, TAM, Malaysia Airlines, Qantas, Qatar Airways, Royal Jordanian, S7 Airlines, SriLankan Airlines, and Mexicana.

The advantage of the alliance, from the point-of-view of the airlines, is they keep passengers trapped in their loyalty programs. It would be the only way to continue to rack up miles.

Alliances Are Not Building Brand Loyalty

It does cause some anger or, at least, discomfort for travelers who have to fly on an airline from another alliance without getting any miles. But the alliances themselves have done no favors to passengers when it comes to creating brand loyalty outside what they do.

For one thing, there is no standard within each alliance. Let’s take United, for example. If you are a United frequent flyer, your status does not carry over on any of the other airlines within the alliance.

Airline rebranding market study

If alliances could find ways to institute standards so you would know what to expect, they could generate greater loyalty among their members without angering them.

Even more importantly, there is no meaning within the alliance brands.

Star Alliance does have a theme line, “The Way the Earth Connects,” but that’s just about connecting across the world. The problem with that is any alliance could claim it and there are regions of the Earth that Star Alliance does not reach.

Neither SkyTeam or Oneworld have a brand position or a promise. What if the alliances created a brand preference that went beyond loyalty programs? For the airlines involved, it would give them the brand association they currently don’t have.

Airline Rebranding: Summary

If there’s one thing we’ve learned examining markets at Stealing Share (and by way of this airline rebranding study) – both for our clients and not – it’s that change is hard. Yet, to keep doing the same thing over and over and expecting a different result is insanity.

Airline rebranding AdvertisingThe airline industry is insane.

Few industries have gone through more turbulence (pun not intended) than the airline industry. Fuel costs continue to rise and jobs cut. Airlines have merged and introduced new fees.

Most importantly, from a marketing point of view, passenger anger exists and it’s getting stronger.

Yet, no one directly addresses it in a meaningful, emotional way. Most stick to the same formula of getting you where you need, offering mobile access, working harder… blah, blah.

Even Southwest, who is closer to the prime position than anybody,  isn’t quite there. Southwest’s marketing fits within its brand. It is positioned against the competition. It also addresses the passenger’s feeling of slowly being squeezed to death. But it still isn’t emotional.

Where is the Opportunity for Airline Rebranding?

The opportunity for airline rebranding still exists. Carriers can grab a position and create actual preference in a market where there is little beyond loyalty programs and hub locations. However, once an airline takes it by the throat, the game is over.

airline rebranding market studyConsider the banking industry. As seen with the “Occupy This” movements, anger at the financial world was clearly increasing.

Yet, financial institutions are basically torpedoing their heads into the sand and ignoring it. Credit unions were in the position to take that spot, but they cannot get along (no matter what they say) to form a national campaign that aligns itself with that anger. (We know from experience.)

No one seems to get it

They are missing it, too.

American, with its falling numbers, might be desperate enough to try it, but it can’t seem to get out of its market leadership mentality, even though it is no longer the market leader. And Delta is just flat.

Flying the friendly skies is over. Time to take off for someplace else.