Malaysia Airlines restructures, says it will rebrand to be 'distinctive'

Malaysia Airlines (MAB) will restructure to strengthen operations as part of its five-year Malaysia Airlines Recovery Plan (MRP). According to CEO Izham Ismail, the restructure is being reviewed due to the range of issues that are required to be addressed before it is implemented, the New Straits Times reported.In addition to reorganising its corporate structure, he said that the airline would also rebrand itself by having a "distinctive" product and service delivery, while retaining existing brands and logos. He added that MAB must have knowledge of how to price its products and strengthen its brand marketing to match its premium status, if it wishes to remain relevant in the industry. According to NST, MAB expects to turn around operations by the first half of next year.In a bid to boost its position as an international airline, Izham Ismail said MAB intends to unveil two new route destinations in 2018, and is targeting China and India due to the potential they present for the company. He added that MAB will also consider if it is ready for re-listing on the local stock exchange after the second quarter of 2018.This news comes after Izham Ismail was appointed as the airline's new leader last October, days after the exit of former CEO Peter Bellew. The airline said his appointment is in line with the succession plan that it has put in place as part of the MRP. Earlier this year, Malaysia Aviation Group also named Ahmad Luqman Mohd Azmi as the new COO of MAB, replacing Izham Ismail.Read also:What does Malaysia Airlines (as a brand) really stand for?Malaysia Airlines to develop medium-term strategy and boost partnershipsSabah Tourism Board and Malaysia Airlines partner for 2018 London campaignDisrupt rather than be disrupted: What Malaysia Airlines needs from its new CEOMalaysia Airlines marketer: ‘One mistake can wipe out all your previous efforts’Malaysia Airlines gets serious about innovation with new in-house lab