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Abstract
In June of 2014 , Air India, India's national airline, was faced with an important decision .The Government of India put forth a suggestion that the 68 years old Maharaja mascot of Air India should be replaced by the potent Aam aadmi (the plebeian one). Re-branding attempts in past, by airlines in particular and businesses in general, had impacted market fortunes. This case is not a discussion on the Indian aviation industry or Air India. It only focuses on the marketing decision of changing the logo of a company, the implicit communication issues in logo change and how it might impact the company and the industry
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Abstract
In June of 2014 , Air India, India's national airline, was faced with an important decision .The Government of India put forth a suggestion that the 68 years old Maharaja mascot of Air India should be replaced by the potent Aam aadmi (the plebeian one). Re-branding attempts in past, by airlines in particular and businesses in general, had impacted market fortunes. This case is not a discussion on the Indian aviation industry or Air India. It only focuses on the marketing decision of changing the logo of a company, the implicit communication issues in logo change and how it might impact the company and the industry
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