AviancaTaca, the third largest airline group in Latin America, announced on Wednesday that it was becoming Avianca. The rebranding is expected to happen during the first half of 2013.
The decision was made after market research showed that rebranding the company under the name Avianca, formerly a Colombian carrier, was the best choice due to the company's history and positioning.
AviancaTaca was created in 2009 joining Colombia's carrier Avianca with El-Salvador-based Taca, as well as other regional airlines in Ecuador, Peru, Costa Rica and Guatemala.
The Avianca brand will be adopted by all of the members of the group including: Avianca, Tampa Cargo, Aerogal and the TACA Group.
Avianca became part of the Star Alliance group in June joining other major carriers such as Lufthansa, Air Canada and United Airlines.
The announcement comes months after the merger between the Chilean carrier LAN and the Brazilian airline TAM, which led to the creation of the LATAM group in June 2012.
LATAM is part of the Oneworld alliance which also includes American Airlines, British Airways and as of very recently, Qatar Airways.