Malaysia Airlines Rebranding Not the Answer, Warns Crew Union

16th Oct 2015

Malaysia Airlines is getting ready to unveil a new name, logo and livery on its plane next month in what should be a fresh start for the carrier since the two tragedies of MH17 and MH370 last year. However, the leading airline industry group in Malaysia doesn’t think this is what MAB really needs.

"It will be a Waste of Money", Says NUFAM President

As a result, the National Union of Flights Attendants Malaysia (NUFAM) issued a statement on Thursday, in which it slammed Malaysia Airline’s rebranding efforts.

NUFAM President Ismail Nasaruddin said this about MAB’s makeover:

It will be a huge waste of money and worse, will bury our national carrier’s only surviving pride further. Why should we bury and change the MAS logo and spend more millions again?

He also used Japan Airlines and Garuda Indonesia as two examples of airlines that also faced problems, but still managed to get on their feet without changing their names or logos, saying:

It’s not about the logo or colour of the company that needs to change, it’s the mentality that needs to change.

"Clean Ship First"

Managing consultant at Lewis PR Miek Gielkens also agrees rebranding is the not the way MAB should go:

What MAB should be doing is showcasing the current brand’s resolve and resilience against all that has happened and moving forward with integrity. MAB has a lot of good history and a strong brand recollection which should be a good starting point. If they clean up ship, trim excess cost, resize the business and focus on the thing they do really well, they should be all set for the years to come.

Managing director at Roots PR Alex Ooi said MAB needs to rebrand through honest and consistent communication of their recovery efforts from the two tragedies:

They need to show the world that this is a company that can stand the test of time and these stories need to be shared with everyone including the union guys every step of the way. It is a very emotional milestone in the airline’s history and when one is faced with a perception issue, slapping new colours on it won’t wipe past thoughts out of a person’s mind.

He added:                                                                   

 Imagine what MAS will have to say during the launch of their ‘new brand’ when the public’s insatiable hunger for answers is still not satisfied.