1. ”Rebranding? It Works
On Them, Not Me”
Airlines’ Reputations in Europe
Lydiah Walsten
August 3 2014

2. 3 Questions Going
Into the Survey
1. Safety & Overall Reputation
How does MA compare to other airlines?
2. The Crisis’ Effect
How do Europeans view MA’s handling of
the crisis?
3. Reputational Change
How can we re-establish eventual trust
lost?

3. Question 1 of 3
8/4/2014 3
1. Safety and Overall Reputation
• Malaysia Airlines is ranked below the average among airlines
• More have a negative image (23%) of the company than positive (7%)
• Relatively low scores for safety, but Aeroflot and Ryanair are worse
• 17% would not consider flying with Malaysia Airlines
• But others are worse: nearly half the respondents (47%) say they would not fly
Aeroflot, 35% say they would not fly Ryanair
• Asian companies generally rated lower than European or American ones
• Why not fly MA?
• “Bad reputation/accidents in recent past/previous experience”, according to open
answers

4. Question 2 of 3
8/4/2014 4
2. The Crisis’ Effect
• 9 of 10 know the accidents
happened to MA (see sidebar)
• 6 of 10 (64%) say the company has handled
the situation well or very well.
• One in three (29%) says MA has handled
the accidents poorly or fairly poorly.
Why were the accidents well
handled?
• Most say that “honest communication” (70%)
and “showing great empathy”. (61%) were
the positive sides of MA’s media effort.
# Answer Response %
1 Air France 0 0%
8 Lufthansa 0 0%
9 Ryanair 0 0%
5 British Airways 0 0%
7 Emirates 0 0%
4 American Airlines 0 0%
12 Singapore Airlines 1 2%
6 Delta Airlines 1 2%
2 Air China 1 2%
3 Aeroflot 1 2%
11 Sri Lanka Airlines 1 5%
13 No answer/I don't
know
3 9%
10 Malaysia Airlines 39 91%

5. Question 3 of 3
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3. Reputational Change: “Rebranding Works.
On Them. Not Me.”
What do you think would make people change
their mind about this or these airlines?
What would make you change your
mind about this or these airlines?
Based on all 43 interviews

6. Insight + My Suggestion
Recommendations
8/4/2014 6
• Almost everyone is aware of the two
accidents
• They have likely had a bigger effect than
people want to admit
• Current brand has no especially positive
associations
• Not much to lose from a name change
• Companies from countries poorer than
Europe suffer from having the nation as
part of the name
• Replacing ”Malaysia” could have an
intrinsic value

7. 8/4/2014 7

8. About the Survey
8/4/2014 8
• Online Survey, distributed via social media.
• Ran between August 1-4.
• 43 respondents.
• 67% of respondents between ages 25-42.
• 64% men and 36% women.
• Responsible is Lydiah Walsten at New York
University, New York.
Thank You!
Contact me on Twitter: @lyw or
lew351@nyu.edu
•
About the Survey