Lufthansa Group Miles & More: The Updated Brand Image for Miles & More

Lufthansa Group has revealed a rebranding of its loyalty program, Miles & More, to Lufthansa Group Miles & More. This update is part of a wider strategy aimed at reinforcing the Lufthansa Group’s central identity among its affiliated airlines. The rebranding seeks to establish a cohesive loyalty system for the entire group, with an emphasis on delivering personalized experiences for members. The program’s new branding essence, “Moments that move you,” highlights member interactions. Lufthansa Group’s Chief Commercial Officer, Dieter Vranckx, underscores the incorporation of group companies into the brand structure to improve the group’s unity while retaining the strengths of individual brands. Although this unification of branding is a logical step, some criticize the ongoing focus on Lufthansa, considering its profitability issues within the group. In contrast, other airline alliances like International Airlines Group and Air France-KLM have implemented more neutral or inclusive branding approaches. The rebranding illustrates Lufthansa Group’s attempt to better link the identities of its airlines, although the name “Lufthansa Group Miles & More” is pointed out to be lengthy for a loyalty initiative. The overall trend indicates a persistent emphasis on Lufthansa-oriented branding, despite requests for a more neutral group identity.