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Culture and Brand are an Airline

(KUALA LUMPUR: 06 December 2005) The keys to success for airline joint ventures and mergers are partner selection, branding and corporate culture, according to senior airline executives participating in a panel at the Centre for Asia Pacific Aviation

AirAsia CEO, Tony Fernandes, explained that mergers and joint ventures are a viable method for carriers constrained by restrictive bilateral regimes to expand internationally. "But the key is to select your partner carefully and keep your brand as the 'Holy Grail'", said Mr Fernandes, citing the success of his carrier