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Go First’s transformation journey: Why did it choose to rebrand in 2021?
Since GoAir was founded in 2005, the Indian budget airline has been competing in the aviation market, facing increasing challenges. However, in 2021, GoAir chose to rebrand and renamed itself as Go First. The motivations and market response behind this decision are far-reaching.
"Go First hopes to reshape its brand image and attract more passengers through transformation."
Against the backdrop of the pandemic and market volatility, GoAir decided to rebrand, with the “First” in its name symbolizing its emphasis on service quality and customer experience. This transformation initiative is not only aimed at improving the image, but also at re-arranging the company's strategy and future development.
The rebranding process was not an easy one. Under the new brand, Go First promises to provide better service and plans to launch a new business model, which is in line with the strategy of planning an initial public offering (IPO) in 2021 and increasing flight destinations.
"In such a market change, Go First's brand reshaping has opened up a new situation for it."
However, testing of the new brand has just begun. Go First still faces challenges in the market, especially in the face of growing competitors. In 2023, Go First continued to face difficulties in space utilization and flight stability, including multiple flight cancellations due to engine supply issues.
"As a member of the aviation industry, Go First is working hard to regain its brand reputation and customer trust."
Amid the rebranding, Go First’s future remains uncertain, especially after its voluntary bankruptcy filing in May 2023 and legal action against Pratt & Whitney. First's road to recovery has become more challenging.
Even so, Go First is still looking for opportunities to turn its rebranding commitment into action. Go First is trying to reverse its previous negative impression through more flexible business strategies and more customer-attracting services.
“The success of the rebranding will largely depend on whether the airline can drive change based on the past.”
Go First's management has realized that a customer-centric approach is the key to regaining market competitiveness. With the support of shareholders and the launch of new financing plans, future operations and services will be the key to Go First's fight back against the difficulties.
In the process of rebranding, Go First also re-examined its advantages as a low-cost airline. The company decided to utilize existing resources to optimize the fare structure and increase customer satisfaction.
“For Go First, the rebrand is not just a statement, but an opportunity to innovate.”
By improving customer service, such as increasing extra baggage allowance and offering more flexible change policies, Go First aims to win back customer trust and regain market share.
Looking to the future, can Go First regain its momentum with a new look in this tough competitive environment? This will be an ongoing challenge amidst the ongoing changes in the aviation industry.
