Support for MAX brand wavers as Boeing jet nears green light

Boeing is set to win approval for its grounded 737 MAX this week, but chinks are appearing in the brand as the most traumatic chapter in the jetmaker's history overshadows the planes' original billing of superlative performance. When it returns to the skies next month as expected after a nearly two-year safety review, the “MAX” name will still be officially in place. Some airlines, however, have begun to soft-pedal references to the aircraft following two fatal crashes that killed 346 people. Industry sources familiar with the branding say the name will likely be phased out over time as a strategy unfolds among airlines to de-emphasize the “MAX” label in favor of the formal names assigned to each variant, like “737-7” or “737-8.” “You will see the MAX name used less frequently,” one of the sources told Reuters. Another person involved in discussions over the marketing predicted the MAX name would gradually fade in coming years. The wavering support for the brand could be a setback for the company, which had unusually advertised a name as well as a model number, and urged airlines to “Think MAX.” It also shows a potential sore point with airlines, who had invested promotional dollars in a name now seen as tarnished. Brand Finance last year estimated the MAX’s problems had wiped $7.5b off the value of Boeing’s corporate image. Anticipating this week's approval, American Airlines plans to relaunch commercial MAX flights on Dec. 29 from Miami to New York City. But while passengers will see the MAX name on booking systems, it will not appear on safety cards visible in seat pockets. “We changed the Boeing 737 safety cards to simplify the cards and ensure the correct card is placed on each aircraft,” an American spokeswoman said. “This approach is consistent with other fleet types where we do not have different safety cards for sub-fleets.” <br/>