For Post-Merger Takeoff, a Logo Needs Lift
The following commentary comes from an independent investor or market observer as part of TheStreet's guest contributor program, which is separate from the company's news coverage.
By Ellen Sluder and Neil Wieloch, CoreBrand
NEW YORK ( TheStreet) -- As the market reacts to the latest announcement of job cuts and cost cutting at American Airlines, (AMR) speculation of a takeover is heating up. US Airways (LCC), who had failed in previous attempts to acquire or merge with United (UAL) and Delta (DAL), has been named by many as an obvious suitor, as well as the private equity firm TPG Capital, in partnership with British Airways. Even AMR's CEO Tom Horton himself has been talking future industry consolidation -- with a newly reinvigorated American Airlines at the M&A helm.
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