When a company rebrands itself- rebranding its assets takes time.
Alaska Airlines made the leap after 25 years. Alaska Airlines is in keen competition with Delta for the hearts and minds of its West Coast customers. Yet, with the rebranding effort- Alaska Air acknowledges their legs to Hawaii and Costa Rica. Updates to the Eskimo persona and adding colors are the key changes made in order to bring more a more positive feel to its brand identity.
“We’ve taken a cost-conscious approach to rolling out the updates,” Woerner noted. “In terms of changing the liveries, we plan to repaint planes when they are scheduled. It will likely take three to four years to complete this refreshed brand roll-out.”