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Five airlines that botched their rebranding much worse than American

Excerpt from Financial Times

Feb 06, 2013 1:31 am

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Biman Bangladesh Airlines and British Airways both bowed to criticism and returned to their original liveries. Don’t expect American to follow suit.

— Samantha Shankman

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When American Airlines’ first Boeing 777-300ER entered service last week, it was sporting a new logo and exterior livery – the airline’s first rebrand in more than 40 years, and one that has had a turbulent reception in some quarters. Jonny Clark, a pilot and airline brand consultant who has worked with more than 50 airlines, picks five problematic rebranding campaigns.

Despite U-turns by Japan Airlines and BA, the prize for quickest about-face must go to Biman Bangladesh Airlines. On February ,3 2010, the state-owned airline unveiled a modern new look. “We want to bring a feeling of change,” said Muhammad Zakiul Islam, the managing director. The change didn’t last. Within two months, the government had ordered the airline to return to its original livery.

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