branding

Last year Forbes criticised Ross, who was an MP, MSP and professional football referee at the time, branding him “three jobs”.

But that kind of branding may not be necessary.

Known for its high ratings in food, service, and cabin quality, Vistara has built a loyal customer base and the decision to retire the Vistara brand has been criticised by fans, branding experts, and aviation analysts.

Experts say that the merger strikes a dissonant chord from a branding perspective too.

Beyond branding, the merged entity will face a slew of operational challenges.