Saturday, January 02, 2010

Delta may give up its NWA brand


Just as I’ve criticized movie studios for letting go of their indie brands, so I wonder about the airlines. The FAA has given Delta the permission to operate Northwest as part of itself and to phase out the Northwest brand. Here’s the Commercial Appeal story from Dec. 31, 2009 (link).

I wouldn’t reserve a domain name “northwest” any time soon. I think it was a great brand, that helped the Twin Cities attract other business while I lived there 2007-2003. (As I've said, ReliaStar was a great brand before ING.) I’m sorry to see it go. I don’t know if Delta kept its Comair brand for small jets either. Sometimes small airline brands (like Mesaba) have been kept.

But if major companies want to protect themselves from prospective trademark dilution, they should keep their brands alive.