”Rebranding? It Works On Them, Not Me”Airlines’ Reputations in Europe

Lydiah WalstenAugust 3 2014

3 Questions Going Into the Survey

1. Safety & Overall ReputationHow does MA compare to other airlines?

2. The Crisis’ EffectHow do Europeans view MA’s handling of the crisis?

3. Reputational ChangeHow can we re-establish eventual trust lost?

Question 1 of 3

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1. Safety and Overall Reputation

•Malaysia Airlines is ranked below the average among airlines• More have a negative image (23%) of the company than positive (7%)• Relatively low scores for safety, but Aeroflot and Ryanair are worse

•17% would not consider flying with Malaysia Airlines• But others are worse: nearly half the respondents (47%) say they would not fly

Aeroflot, 35% say they would not fly Ryanair• Asian companies generally rated lower than European or American ones

•Why not fly MA?• “Bad reputation/accidents in recent past/previous experience”, according to open

answers

Question 2 of 3

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2. The Crisis’ Effect

•9 of 10 know the accidents happened to MA (see sidebar)•6 of 10 (64%) say the company has handled the situation well or very well. •One in three (29%) says MA has handled the accidents poorly or fairly poorly.

Why were the accidents well handled?• Most say that “honest communication” (70%)

and “showing great empathy”. (61%) were the positive sides of MA’s media effort.

# Answer Response %

1 Air France 0 0%

8 Lufthansa 0 0%

9 Ryanair 0 0%

5 British Airways 0 0%

7 Emirates 0 0%

4 American Airlines 0 0%

12 Singapore Airlines 1 2%

6 Delta Airlines 1 2%

2 Air China 1 2%

3 Aeroflot 1 2%

11 Sri Lanka Airlines 1 5%

13 No answer/I don't know

3 9%

10 Malaysia Airlines 39 91%

Question 3 of 3

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3. Reputational Change: “Rebranding Works. On Them. Not Me.”

What do you think would make people change their mind about this or these airlines?

What would make you change your mind about this or these airlines?

Based on all 43 interviews

Insight + My Suggestion

Recommendations

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• Almost everyone is aware of the two accidents• They have likely had a bigger effect than

people want to admit• Current brand has no especially positive

associations• Not much to lose from a name change

• Companies from countries poorer than Europe suffer from having the nation as part of the name• Replacing ”Malaysia” could have an

intrinsic value

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About the Survey

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• Online Survey, distributed via social media.• Ran between August 1-4.• 43 respondents.• 67% of respondents between ages 25-42.• 64% men and 36% women.• Responsible is Lydiah Walsten at New York

University, New York.

Thank You! Contact me on Twitter: @lyw or

lew351@nyu.edu

About the Survey