Alaska Air to kill Virgin America brand

Alaska Air Group (NYSE: ALK) dashed the hopes of Virgin America fans today, saying that the Virgin America name will be retired over the next two years. The airline will adopt some key features of Virgin America, though, such as mood lighting.

The combined carrier will adopt Alaska Airlines’ name and logo, with the Virgin America name likely making its final landing in 2019. Alaska is waiting for government authorization to operate as one carrier and has said the full integration will take about two years.

One factor leading to the dismissal of the Virgin America name was the agreement in which the airline paid a fee based on revenue to Richard Branson for use of the Virgin name, said Sangita Woerner, Alaska Airlines’ vice president of marketing.

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