Reeling under the pressure of two catastrophic aviation tragedies, Malaysia Airlines is mulling a name change and restructuring of routes in a bid to repair its reputation, a media report has said.
The troubled Malaysian flag-carrier, which is mostly owned by the government, may also seek new investors to rebuild its ailing business.
Reports suggest the airline has lost $1.3 billion in the last three years.
Aviation consultant Michael Boyd said the sooner Malaysia Airlines has a reputational overhaul, the better.
He told "They need to do it and they need to do it very quickly.
"The colour scheme must be different, the name must be different, everything has to be different.
"They need a programme that they can put into place within, probably, 90 days."
But despite the loss of two aircraft in five months - claiming 537 lives - commercial director Hugh Dunleavy believes the airline will eventually “emerge stronger”.
He says the Malaysian government was already considering the future shape of the business following the unexplained disappearance of Flight MH370 in March.
That process has been now been speeded up by the missile attack on flight MH17 over Ukraine.
Mr Dunleavy said: “There are several options on the table but all involve creating an airline fit for purpose in what is a new era for us, and other airlines.”
Options are said to include renaming and rebranding the airline, which carries 50,000 passengers a day and employs 20,000 staff.
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