Five airlines that botched their rebranding much worse than American


Skift Take

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

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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