Air India ropes in Futurebrands to redraw its branding strategy: Report

The London-based brand and design consultancy firm, Futurebrands, has been asked by Tata Sons to remake Air India's brand. With this, the airline is aiming to become an "airline of choice across the world", an official was quoted as saying in a report by the Economic Times (ET). 

Futurebrands has earlier worked on rebranding the American Airlines and luxury auto brand Bentley. It has also worked on branding the 2012 London Olympics. 

"No decision has been taken. There will be multiple rounds of discussions based on the consultant's report, cost estimation, and positioning of the new Air India that the group