IMO frivolous rebranding is a waste of money. Passengers rarely see much of the fuselage when they travel or make their travel choice over a logo. They are 100% more interested in what's inside the aircraft than what's outside of it. I'd rather they took the money they'd spend on buckets of paint and leaflets and spend it on inflight entertainment, comfy seats and catering. Champagne or sparkling wine in the lounges wouldn't hurt either
An interesting thought: I don't think American Airlines has rebranded once during my lifetime...