The brand which has hung in mid-air
New year “ Aeroflot - Don “ will meet under an old trade mark
Till now terms and conditions of a rebrending of airline " are not defined; Aeroflot - Don “ - “ daughters “ “ Aeroflot - the Russian airlines “. The end of it and the uncertain period of next year the Rostov air carrier will carry a prefix “ Aeroflot “. As experts mark, the rebrending and first of all promotion of a new trade mark can demand from half a year till three years and most likely will be postponed till the best times.
“ Aeroflot - Don “ will finish this year under a brand “ Aeroflot “ the general director of airline Michael Kritsky has informed. As he said, definitively generated approach to refusal of a trade mark “ Aeroflot “ no. “ All should be verified, and after additional monitoring the decision " will be accepted; - he has added. Terms of the beginning of a rebrending g - n Kritsky has preferred to hold back, from what follows that at least in the first quarter 2009 the Don airline will work under a former brand.
we will remind, in an early autumn “ Aeroflot “ has made the decision on use termination by the affiliated structures - the companies “ Aeroflot - Don “ and “ Aeroflot - the North “ - a trade mark “ Aeroflot “. Thus, the federal air carrier tried to protect the brand. From the name “ Aeroflot - Don “ the part concerning the parent company should leave. In September representatives “ Aeroflot “ have specified that the brand of the Don air carrier should not differ from its former name strongly.
now, after the lapse of four months after the statement for a rebrending, the situation on - former is not clear. According to the chief a press - services “ Aeroflot “ Irinas Danenberg, from the plans on mark change “ Aeroflot - Don “ the parent airline is not going to refuse, but when the final decision will be accepted, has not informed.
according to the general director of the company “ Infomost “ Boris Rybaka, on a rebrending of regional airline, such as “ Aeroflot - Don “ can leave from two till three years. “ to replace a brand, it is necessary to recolour all planes (in an aircraft depot “ Aeroflot - Don “ 20 cars. - “ weekly the south “) To reconstruct the scheme of work with agencies, to advance new mark and so forth On these purposes it is required from 1,5 million euro “ - he speaks.
an analyst “ Ingosstrah - Investments “ Evgenie Shago believes that only brand change can manage the companies more than in 1 million dollars under a condition if the company is a monopolist in the market or has very serious positions. “ but at “ Aeroflot - Don “ it is a lot of competitors that increases cost of promotion of a new trade mark “ - he has added.
in opinion a press - secretary Sky Express Vitaly Korenjugina, during crisis when at the majority of airlines the gain and a volume of passenger traffic fall, change of a brand demands too big financial injections and consequently is economically inefficient (next year “ Aeroflot - Don “ counts on a volume of passenger traffic at level of this year - an order of 1,3 million persons, thus in November the volume of passenger traffic has fallen more than to 20 %). Evgenie Shago does not exclude that the parent company can postpone a rebrending of the daughter till the best times.