The brand Alitalia It could return to plowing the skies. Ita Airways, the company born after the closure of the historic Italian carrier, is evaluating the possibility of Re -launch the brandstill very recognized internationally. Joerg Eberhart, a new CEO of Ita Airways, said it, stressing that the brand has a strong symbolic and economic value, especially abroad.
The final decision will depend on the company’s financial results: before a official relaunchthe goal is to achieve the budget tie. Meanwhile, the Alitalia logo has already appeared in a reduced form on ITA planes, as a reference to the past. But the actual return of the brand could take place between 2025 and 2026, exploiting the long wave of the Jubilee, which will bring a significant increase in air traffic to Italy.
Alitalia’s possible return
The idea of bringing the Alitalia brand back to life emerged during the first press conference following Lufthansa’s entry into the capital of Ita Airways. CEO Joerg Eberhart He explained that the name Alitalia represents an added value, but that before any move it will be necessary to stabilize the company and reach economic sustainability.
“We believe that the Alitalia brand has great potential – said Eberhart – but we want to wait for the right time to relaunch it. The livery of Ita Airways, for now, will remain unchanged “. In the next few months it will evaluate how to make the most of the name Alitalia, keeping it alive not only as a simple historical call, but as a strategic asset to attract more passengers, especially internationally.
The economic value of the brand
Although the Alitalia brand has not been used in the last three years, its economic value has remained high. Ita Airways acquired the brand in October 2021 for 90 million eurosthus avoiding that he could end up in the hands of competing companies.
After a first drop in evaluation (in 2022 the value of the brand had dropped to 83 million) today, thanks to the improvement of Ita accounts, the brand returned to 90 million euros. The Alitalia logo has already reappeared in a reduced form on Ita planes with the word “Inspired by Alitalia”, a signal that suggests a possible enhancement strategy.
The actual return of the brand could take place Between 2025 and 2026with the prospect of an increase in tourism linked to the Jubilee. The use of the brand could strengthen the competitiveness of Ita Airways, exploiting the notoriety of Alitalia abroad and improving the perception of the Italian carrier in the world.