Brand problem for United--consultant

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United Airlines parent UAL Corp., Elk Grove Village, Ill., may be cementing its place as owner of the world's largest airline with the proposed acquisition of US Airways, but the "power'' of its unwieldy corporate name leaves something to be desired. The same holds true for American Airlines parent AMR Corp., Dallas, according to an annual airline industry brand study by consultancy Corporate Branding LLC, Stamford, Conn. Not surprisingly, the study, which gauges familiarity and favorability, shows a disconnect in people's minds between those two corporate names and the brands that fall under them; both airlines did experience slight increases over last year, however. Delta Air Lines, Atlanta, and Southwest Airlines, Dallas, whose corporate names more closely parallel their brands, took first and second, respectively, for the second year in a row.

Copyright May 2000, Crain Communications Inc.

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