Latin America's biggest carrier banks on new identity to save sales
Latam hopes to reverse its declining fortunes with new name, in move seen as highly risky
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Sao Paulo
WHAT'S in a name? Latam Airlines Group SA is gambling that a new one will help reverse its fortunes.
Latin America's biggest carrier is poised to rechristen itself two years after uniting Tam of Brazil with Chile's Lan and watching sales slide and its market value drop by half. Latam, a holding company, will announce a new name in the first quarter to replace the two brands under which it flies.
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