Virgin Blue, an Australian airline, was losing money and market share after a decade of operations. It underwent a major rebranding to Virgin Australia to shift its image from a low-cost carrier to a business-focused airline. The rebranding strategy involved redesigning all aspects of the brand from its name and logo to aircraft interiors and lounges. As a result, Virgin Australia increased its revenue from corporate customers, achieved profitability ahead of schedule, and grew its frequent flyer membership.