USA: American Airlines Brand Health Scores Suffer

Date Posted: 25 April 2008

In late March, American Airlines cancelled a few hundred flights due to a wiring issue that the FAA cited after inspections.

A week later, in the beginning of April, American Airlines voluntarily cancelled close to 3,000 additional flights (affecting more than 140,000 passengers) due to similar wiring issues on their most popular (MD-80) aircraft.

American Airlines has since taken full responsibility for the massive cancellations, and has attempted to reimburse and redirect stranded customers. Unfortunately for American Airlines, the airline industry has suffered several large blows over the last month, and BrandIndex data suggests it may take some time for American Airlines’ brand strength to regain pre-cancellation levels.

BrandIndex shows that ‘Buzz’ is down over 1000% from around 5% during February and March to -53% as of 15th April 2008. Overall brand awareness (mindshare) has increased 175% since the first wave of flight cancellations took place, suggesting that more respondents have heard about the brand – though what they have heard is negative.

We will continue to monitor the airline industry, specifically American Airlines, to see how their brand reacts to the company’s recovery tactics.

Ted Marzilli, SVP and General Manager, Brand Group, YouGovPolimetrix

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