Originally Posted by
phisher4
How much does it cost to repaint and rebrand an entire fleet?
An article in the Wall St Journal the other day (with an interview of Horton) contained this:
Because aircraft manufacturers typically provide an airline's chosen paint job as part of the purchase price, American will be getting a lot of free paint as it takes delivery of hundreds of new aircraft in the coming years. But it also intends to repaint its existing planes that it plans to retain, Mr. Horton said. A 777 paint job can cost $100,000 to $200,000, depending on the number of colors involved, and a smaller Airbus A320 can cost $50,000 or more.
For full article, search "AMR," "Horton" and "paint" in Google News.
Of course, the more epensive part of rebranding is probably replacing the logos at each gate and at ticket counters. The really huge expensive part would be the millions of dollars in television commercials to trumpet the new brand.