Half off the regular brand name: Can't you imagine the accountants calculating how much money United would have saved lettering it's fleet of planes, if the damned company had been named just "Ted" from the get go? When a new brand is developed for an airline in bankruptcy, it's understandable that every letter counts. "United chose the name Ted to emphasize that the service is an essential, integrated part of the company" it's the last three letters of the company's name," said Sean Donohue, vice president in charge of Ted.

But it's unnecessary to explain the new brand in such terms, according to a recent commentary about Ted in Snark Hunting, calling the technical explanation "sort of a buzz kill." And, according to Snark Hunting, "What remains to be seen is whether Ted can deliver on its brand promise and be more than just a cheeky new member of the discount airline club."

Southwest understands that it takes more than a friendly, evocative name like United's Ted or Delta's Song to position a brand to connect with customers on an emotional level.

It has been reported that United executives explained the "feelings" the name Ted evokes, suggesting that "it conveys a casual, friendly feel" -- and that's possibly what Mrs. Kaczynski was thinking. It's perhaps their hope and prayer, but the name will take on the characteristics of the new airline's performance in the marketplace, and that will be Ted's brand.

There's yet another new discount airline brand taxiing for takeoff early next year. It will be interesting to learn the name chosen by Qantas to go up against Virgin Blue in Australia. Qantas chief executive officer Geoff Dixon said the airline's management would decide on a name for the budget carrier over the next 48 hours. I'm thinking Koala, a sluggish tailless Australian arboreal marsupial with gray furry ears and coat, feeding on eucalyptus leaves and bark. Perfect. Unless you prefer Joey, a baby kangaroo, for Qantas.

Where would you put Koala and Joey on Igor's Taxonomy of Airline Names?