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September 30, 2005
Is a Name Change in the Air for Delta and Northwest Airlines?
The same day filing for bankruptcy, by Delta and Northwest, on September 14, 2005 has some pundits in the airline industry wondering if a merger is in the cards.
Already one industry watcher suggested a new name for the combined airline, Delta Orient, a play on Northwest's former brand name Northwest Orient.
Although the Delta Orient name is an interesting one, it falls into the same naming trap that I discussed in an earlier post, that historically, airline names have had dull place references such as American Airlines, Northwest, USAir.
I believe what is really needed is a name that is short, catchy, evocative and easy to remember as with the new cut-rate carriers Ted and Song, or the new upscale airline like Virgin and the new luxury carrier Eos.
Delta Orient may be a passable brand name since delta traditionally means prosperity and the word orient reminds customers of Delta's strong Asian routes. However, a name that retains the word "Delta" might seem especially grating to the Northwest people, creating a winner/loser scenario like the name that came from the recent US Airways and America West Airlines merger - a rather smug US Airways.
The temptation may be to develop a name that is a compromise like Delta West, or North Delta. What is needed, I think, is a completely new name to signal a much-needed fresh start in the genre of Ted, Eos, or Song.
What about Delor (from Delta Orient)?
Technorati Tags: Branding, Airline, Delta, Northwest
Posted by Diane Prange at September 30, 2005 7:30 AM
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This is a very insightful post on the naming and branding implications of a possible merger between Northwest and Delta.
Keep up the first class blog!
You have a winner on your hands. A tiger by the tail.
It's a pleasure to read your blog.
How about using the NWA subsidiary's name "Compass"... Just a thought....