Malaysian Airlines is seriously considering changing its brand identity as part of the restructuring plans currently being finalized by MAS and the Malaysian government.
The proposal follows the perception of serious reputational damage following the MH370 and MH17 disasters that have both occurred within the last six months and have contributed to MAS’s share price falling by up to 35%.
MAS Commercial Director Hugh Dunleavy said: “Our majority shareholder, the Malaysian government, has already started a process of assessing the future shape of our business and that process will now be speeded up as a result of MH17. There are several options on the table but all involve creating an airline fit for purpose in what is a new era for us, and other airlines.”
Dunleavy added: “With the unwavering support we have received from the Malaysian government, we are confident of our recovery, whatever the shape of the airline in future.”