fiveninerzero

There is some controversy going on recently about the whole NWA website trademark dispute.

A blog post that I think is great, especially from a guy that has studied airline management. I know you guys are pilots, but I can share many of this guys viewpoints.

excerpt:

The way for Delta to protect the Northwest Airlines brand is to use the brand where it can. If it did that, there would be no need to bring such lawsuits; the use of the brand does the "brand protection" for Delta.



Delta has a tremendous asset with the Northwest brand, a brand name that is associated with Charles Lindbergh and Cary Grant. Why lose that mystique?


We wonder if Delta did any market research to see if non-English speaking passengers in Asia preferred the Delta name over Northwest? We doubt it. Northwest flew to China in 1947 before Mao; throwing out the Northwest name in that brand-centric market would be like GM Shanghai-ing the retro Buick brand because it liked Chevy better for the U.S. market.

Delta: Use the Northwest Brand or Lose It -- Seeking Alpha

FlyDL

I've seen this point raised from time to time and it bugs me to no end. It's one of the stupidest and most spurious arguments I've ever seen in this business.

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solinator

It is full of speculation, but still a valid point... fiveninerzero is talking about branding and from a marketing viewpoint, branding has a lot to do with market research.

In your comment, you mentioned your feelings about it. But what is your reasoning for not liking the question? Why is it a spurious arguement?

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acl65pilot

If it can make them more money they will use it, if not, they will make sure if gets it space in the Heritage Museum at World HQ!

Rightseat Ballast

Delta wants to grow its brand, not use the NW brand. Sure NW has a lot of history, but Asian passengers are more loyal to Asian brands than the NW brand or the Delta brand nowadays. It isn't the 1950's anymore. The Pan Am brand sure hasn't helped Boston-Maine, and the TWA brand has not found a new use in the AA afterlife. Dual-marketing only weakens your own brand.