Case Study: LATAM Airlines strengthens its regional leadership with Interbrand

LATAM Airlines strengthens regional presence with Interbrand and connects 300+ destinations

The customer LATAM Airlines, formed by the merger of LAN and TAM, faced the challenge of unifying two strong national carriers into a single global brand while maintaining local relevance in Latin America. They engaged the vendor Interbrand, which used its economic market sizing model to support the strategic rebranding.

Interbrand designed a new brand trajectory and identity to position LATAM as the premier connector of Latin America with the world. The solution focused on a singular visual expression that combined global assets with local resonance. As a result, LATAM resumed strong growth post-pandemic, was recognized as the top South American airline by Skytrax in 2023, and secured leading market share in its domestic markets, further strengthened by a joint venture with Delta.

LATAM Airlines