TAP to change it name so 'Americans can understand what the company does'

TAP’s new minority owner, the Gateway Consortium, continues to alter the airlines structure, pricing and routes to get the best from its asset and now has decided that 'TAP' is not the right name for the airline.

TAP is simply an acronym for ‘Transportes Aéreos Portugueses’ but this does not mean much to potential customers in overseas markets in which the business aims to develop, specifically the US.

The change in name to ‘TAP Air Portugal’ will be phased in over time with the first of the rebranded fleet starting service in mid-September, 2017. Americans, it is imagined, no longer will wonder what the company does.

"TAP is going through a period of strong growth in North America. At this stage, we feel the need for the brand to get stronger recognition while maintaining its strong association with Portugal," the company explained.

By September 14th, the corporate identity of TAP will have been changed on its website, with the painting of the new logo steadily covering the company's fleet, ticketing, ground services and labelling.

The name 'TAP Air Portugal' is nothing new, it was used from 1979 until this presentation of the name was swept away in 2005 in favour of 'TAP' when the airline joined the Star Alliance.

The company has not suggested to shareholders how much all this is going to cost but the repainting of the fleet will not be cheap as TAP currently operates twenty-one A319-100s, twenty A320-200s, four A321-200s, fifteen A330-200s, three A330-300s, and four A340-300s on scheduled passenger services to 93 destinations in 35 countries.

Comments  

+2 #5 Johnny not English 2017-08-20 12:20

Quoting Two.Sugars.in.my tea:

I suggest an honest trade.
1. TAP changes it's name so Americans can understand what the company does,
2. The Americans change their Leader's name and tell us what he does.
Seems reasonable to me....

Ugh. Another drunk English person in Portugal.

-1 #4 Two.Sugars.in.my tea 2017-08-20 09:24

I suggest an honest trade.
1. TAP changes it's name so Americans can understand what the company does,
2. The Americans change their Leader's name and tell us what he does.
Seems reasonable to me....

-1 #3 Ed 2017-08-17 21:45

Quoting Jacquie F:

So if this is the case and you're saying Americans won't know what TAP means then I guess Iberia and all other international airlines will have to follow suit!! Absolute stupidity. I love TAP, been flying them for 40 years and I'm American and not stupid!! The colors were designed by a family friend and it is very modern and nice. Why change a good thing?? What TAP should do is change their seats back to the old ones, the new ones are like sitting on cement

I agree, Jacquie, there is danger in changing a name just for the sake of change. What about Garuda Indonesia, Gol, KLM, LATAM, Monarch, El Al, Etihad, SAS, Taca, SWISS, Southwest, Volaris the list is a long one....

0 #2 Jacquie F 2017-08-17 21:26

So if this is the case and you're saying Americans won't know what TAP means then I guess Iberia and all other international airlines will have to follow suit!! Absolute stupidity. I love TAP, been flying them for 40 years and I'm American and not stupid!! The colors were designed by a family friend and it is very modern and nice. Why change a good thing?? What TAP should do is change their seats back to the old ones, the new ones are like sitting on cement

+3 #1 Mr John 2017-08-17 16:35

Everybody knows that TAP means Take Another Plane or better still, flying with us we won't guarantee we won't go on strike mid flight or there won't be a public holiday when you arrive and everything is closed. A dilemma, i'm sure.

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