ITA Airways surprised the world when, on the eve of the launch of its first services, it shelled out a sizeable €90 million ($105 million at the time) to purchase the brand of its predecessor, Alitalia. At the time, it was thought that the move was an attempt to prevent the brand from being used elsewhere.
Read More Here: Why ITA Airways Had To Buy The Alitalia Brand | SimpleFlying.com
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