Capital A Berhad, the entity behind the AirAsia stable of carriers, has announced the establishment of a further subsidiary, "airasia brand co," to be known as abc. The new subsidiary is a management and promotional vehicle for the AirAsia brand.
The all-lower case airasia brand co is to be headed by Rudy Khaw, who has worked in branding at the AirAsia Group, most recently as its chief brand officer, for 16 years. He becomes the CEO of abc. "Through abc., we will explore new and exciting ways to connect with people through expanding airasia's brand influence across diverse industries," he said.
According to Capital A, abc will concentrate on "strategic brand licensing, brand collaboration and merchandising opportunities in the travel-related and lifestyle sectors, as well as content creation." They say the plan is to increase awareness of AirAsia in new and existing markets and add "value to the AirAsia ecosystem."
