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Republic Airways Holdings acquired both Midwest and Frontier Airlines last year, indicating that it planned to operate the two airlines independently. But consolidation seems to be an inevitability in the airline industry. Republic has announced its decision to merge the two airlines under one brand name. And the winner is... Frontier.

As the Midwest brand takes off on a one-way trip into the horizon, the first thought may be, "Really -- Frontier?"

Admittedly, Frontier has the cooler, more contemporary look to its planes. The word FRONTIER runs across the entire body of each airplane, and the tails carry beautiful full-color images of animals (or "spokesanimals," as Frontier calls them). But it is Midwest that has been rated #1 in overall quality for mid-size U.S. economy service for eight consecutive years in the Zagat Airline Survey. Frontier, on the other hand, filed for bankruptcy in 2008 before it was acquired by Republic in 2009.

So why christen the merged airline with what appears to be the weaker brand? According to Republic Airways Holdings CEO Bryan Bedford, the decision was "an emotional one."Continue reading...