Story

Already in 2012, latam airlines group was finally born, as a set of lan and TAM operations. At that time, the union of fleets resulted in the transport of more than 60 million passengers per year! This is mainly due to its vast fleet, containing aircraft such as the Boeing 767 and 777, and airbus 330 models.

From that moment on, latam group has developed a solid strategic plan for the years with the objective of establishing with one of the most important airlines in the world. This included extensive development of a new brand and branding for the company.

A curious one, as Jerome Cadler (Vice President of Marketing) in this report, is that the name LATAM, originally, would not be used by the brand, but only to represent the group after the merger of the two companies. However, this idea later pleased the company's leaders, who made it official as a brand in August 2015.

In general, the South American market received very well the emergence of the company. This meant rapid growth and firmament for LATAM in its first years of operation in Latin America. However, there is one interesting exception in this context: Chile itself. There, the LAN was seen as a brand and source of pride for the country, which had "got lost" with the merger. Thus, a certain resistance, in the sense of lack of adtake, was identified during the transition in the Slipper territory. Fortunately, the lack of receptivity was easing over time, mainly due to careful exchange within the nation. 

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Update

wiglet with latam colors has been corrected