Is the Virgin America name worth keeping?

As Alaska Air executives took a victory lap after sealing the deal to buy Virgin America Inc., one thing was clear: The familiar Eskimo on the tail of their planes was there to stay. What's unclear, though, is the fate of the arguably better known Virgin America brand. Globally, Richard Branson’s urbane splash of red has helped sell a diverse array of businesses, from water and wine to mobile phones, health clubs, and even banking services. Does Virgin have a home within an 84-year-old airline that boasts a strong, if regional, brand identity of its own? “We believe it’s driving a big revenue premium for Virgin," Alaska Air CEO Brad Tilden said Monday. "We just want to learn more about it. So, there is a chance that we could use the Virgin America brand in some form down the road.” One reason Alaska Air executives might keep the brand alive, at least for a time, would be if they consider it critical to retaining the carrier's loyalists in California, a huge market and key reason Alaska agreed to pay $2.6b in cash. Combined, the new company will have $7b in annual sales. For Virgin, keeping its flag flying in as many American cities as possible is of foremost concern. <br/>