Rebranding is a waste of time, what UA needs to do to be competitive is the following:

(1) Assign personnel to C/F international based on competence and attitude rather than seniority. Completely retrain everyone (see if SQ or Thai will provide lessons) in customer service.

(2) Upgrade food offerings. When customers are paying $6k-10k roundtrip UA can afford to find catering that survives the long hours prior to delivery. Also upgrade beer offerings (this last part is really a no-brainer).

(3) Revamp service. People departing on 10pm flights don't want full service meals but might wake up hungry 6 hours later. So don't force all-or-nothing meals at departure. Similarly on 14 hour flights UA can do better than the pathetic mid-flight "snacks"

(4) Add internet to all international and overwater flights ASAP, include in C/F price.

(5) Revamp boarding so C/F don't board until end thus wasting less time at gate and in line.

All of these are pretty simple, not very high cost and yet elude management. The only thing keeping people on UA are the lie flat seats in C, and that advantage won't last forever.