Rebranding in the airline companies after the pandemic: Implementation framework

Abebe Ejigu Alemu*, Abdelsalam Adam Hamid

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review


Rebranding is a crucial aspect of business strategy that involves changing the brand image, logo, name, or other key elements of a company's visual identity. This process can be a powerful way to update a company's image and remain relevant in a fast-changing market, particularly after the Covid-19 pandemic. However, rebranding can also be a challenging and complex process, especially in the context of the airline industry. The Covid-19 pandemic has had a significant impact on the airline industry, leading to reduced demand for air travel and significant financial losses. As the industry recovers, many airlines are considering rebranding as a way to stay competitive and differentiate themselves in the marketplace. However, this process comes with several challenges, including the need to maintain customer loyalty while making significant changes to the brand's identity. Effective rebranding strategies for airlines after Covid-19 require careful planning, research, and execution. Airlines need to consider their target audience, market position, and brand values when making decisions about rebranding. They also need to ensure that their new brand identity aligns with the current and future needs of their customers. Finally, airlines need to communicate their rebranding efforts effectively to their stakeholders, including customers, employees, and investors, to ensure a smooth transition and a positive reception.
Original languageEnglish
Title of host publicationCorporate Branding in Logistics and Transportation : Recent Developments and Emerging Issues
EditorsNor Aida Abdul Rahman, T.C. Melewar, Pantea Foroudi, Suraksha Gupta
Place of PublicationAbingdon, Oxon
Publication date2024
ISBN (Print)978-1-032-41221-4, 978-1-032-41223-8
ISBN (Electronic)978-1-003-35688-2
Publication statusPublished - 2024
MoE publication typeA3 Book chapter

Publication series

NameRoutledge studies in marketing


  • 512 Business and Management


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