In a bizarre interview, Malaysia Airlines’ marketing boss Dean Dacko has compared the carrier’s high levels of brand recognition with Coke and Pepsi despite the fact it is entirely due to the disappearance of MH370 and the shooting down of MH17 – twin disasters in which 522 MAS passengers lost their lives.
He told Mumbrella Asia that before MH370 disappeared in March 2014 brand awareness of Malaysia Airlines was in the low single digits.
But following the shooting down of MH17 over Ukraine four months later in July 2014 global brand awareness had reached 86%.
Mr Dacko : “That kind of awareness takes decades and billions of dollars in investment to build.
“To abandon that, from a commercial marketing perspective would be a tragically bad mistake to make.”
Mr Dacko was responding to questions about whether or not MAS should have re-branded following the disasters.
Meanwhile, TTG Asia reports that 6000 MAS employees are set to lose their jobs.
Also good for brand recognition?