I found this MarketWatch Top Ten brands to disappear in 2013 and it lists American Airlines first.  The story cites that American was a leader but became a “mid-size” carrier after the unions of Delta/Northwest and United/Continental.

Uh, no, it won’t disappear in 2013.  Disappearing implies either liquidation or a merger where the brand disappears in favor of another.  That won’t happen.  American will either exit bankruptcy as a stand-alone and survive, exit bankruptcy and merge with another carrier or merge with another carrier and then exit bankruptcy.  In any of those situations, the brand is almost certainly going to remain American Airlines.

I will concede that the brand is taking a lot of hits this month and is likely to get hit a bit more over the next few months.  That, alone, won’t undo the brand.  It is highly recognizable and the fact that so many are upset at AA right now indicates that there is still ample opportunity to fix these problems and win people back.

Filed under: Airline News by ajax