MAS Needs To Focus More On Rebranding Moving Forward, Says Tony
September 14, 2011 19:14 PM
KUALA LUMPUR, Sept 14 (Bernama) -- MAS will need to focus more on rebranding exercise as one of the ways for the national carrier to turnaround, says AirAsia Bhd chief executive officer Tan Sri Tony Fernandes.
Citing the success stories of AirAsia and Emirates of the United Arab Emirates (UAE) in terms of branding, he said, there were huge opportunities for MAS to invest in brands, especially getting people to know more about the airline.
"MAS is a good airline. There's no cost problems in MAS. The problem is revenue (and) if we continue not to brand ourselves, then we may as well allow Etihad, Emirates, Singapore Airlines, (and), Cathay Pacific to be the national carrier in this country.
"So, if we really want to be a global leader and have a brand that is globally recognised, you have to invest," he told reporters on the sidelines of the 11th Forbes Global CEO Conference here.
Tony said AirAsia has invested substantially in building up its brand by sponsoring in sports and cultural activities and it has been proven with the recognition it has gained overseas.
However, it was up to the new chief executive officer to take up the challenge and to deal with the challenges within the company, said Tony, who is also a non-independent non-executive director of MAS.
Despite scepticism from the public and vested interest on MAS-AirAsia collaboration, Tony was optimistic with the future outcome from the partnership.
"I think put in the right management in place, put in the right model in place, focus model. The collaboration between Airasia and MAS, I think MAS has a very rosy future because we are blessed to be in the right part of the world, where there are a lot of people who want to travel," he said.
Pressed further on who would be the new MAS CEO, he said: "Let the CEO be placed. He has not even got into the job. He will know how to turnaround.