American Eagle seeks new brand

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American Eagle Airlines will change its name and corporate identity, as part of parent AMR's move to diversify its regional feed.

Fort Worth-based AMR will retire the AmericanConnection name and brand all of its regional feed American Eagle, according to an internal memo today. The shift will begin in November when SkyWest Airlines replaces American Eagle Airlines' 44-seat regional jet operations at Los Angeles using the American Eagle name.

Republic Airways-owned Chautauqua Airlines operates 15 Embraer 140s as AmericanConnection currently.

"The name and the brand belong to AMR, and it is not surprising that American would want to have a consistent brand for all of its regional flying - just as all other mainlines have one brand for their regional partners," says Dan Garton, chief executive of American Eagle Airlines, in a letter to employees today.

"For now, we will continue to be American Eagle Airlines, but over the coming months we will be looking into creating a new name and identity for our company," he adds.

American Eagle Airlines is in the midst of a restructuring as part of AMR's chapter 11 bankruptcy proceedings. AMR is expected to divest the regional airline as part of its reorganisation plan, which must be filed with the court by 28 December.

SkyWest Inc announced a capacity purchase agreement with American Airlines to operate 23 50-seat regional jets from Dallas-Fort Worth and Los Angeles under the American Eagle name today.

AMR filed for chapter 11 bankruptcy protection in November 2011.