June 23, 2006
New Name for Troubled Air Scotland
From time to time we are asked, "Why is a name important?"
There are many, many answers to this question. One of the most important reasons for a brand name is that it conveys a promise.
For instance, if you buy an Apple computer, you just know it will be simple to use. If you buy a Volvo, you know it has been engineered for safety. And, if you drive a BMW, it promises the ultimate driving experience, which happens to be expressed in its tagline, The Ultimate Driving Machine.
A brand's promise easily explains why several airlines have change their names. The most recent example is Air Scotland, a budget carrier with a history of bad service and publicity, changing their name to TopJetAir.
But, Air Scotland's management may have stubbed their toe by rebranding themselves since Thomas Cook Airlines already uses "topjet" as its radio call sign. Furthermore, there's also a Topjet Executive air charter company.
In my earlier post of April 11th, I discuss beleaguered Olympic Airlines rebranding themselves Pantheon Airlines. And of course, we're all familier with ValuJet that crashed in the Florida Everglades and rebranding itself AirTran.
Stay informed of other airline news at the Airline Blog.
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