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October 28, 2006

Branding: Sabena to Be Reborn

SabenaIt seems pretty clear that the Belgian airline name is about to be reborn following its 2001 collapse.

Its current reincarnation is (formerly and briefly Delta Air Transport) , which is now working hand in hand with to resurrect the famous airline company name. Both companies are being coy about this but we can expect an announcement next month.

Sabena’s collapse marked Belgium’s biggest bankruptcy ever, and when SN Brussels emerged from the dust it profitably merged with Virgin Express in October 2004.

"Sabena" is an acronym for "Société Anonyme Belge d'Exploitation de la Navigation Aérienne" or "Belgian company for exploiting aerial navigation," and started operations in 1923 with a focus on providing flights to the then Belgian Congo colony.

The new name’s announcement by SN Brussels and Virgin Express is timed to "minimize customer confusion."

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Posted by William Lozito at October 28, 2006 5:23 PM
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