Low-cost carrier Tiger Airways is giving up its orange and black stripes - but not its roar. The airline will keep its name but drop the pouncing tiger icon from its aircraft body and other marketing materials as part of a major rebranding exercise. SMU Associate Professor of Marketing (Education) Seshan Ramaswami said: “Since Tiger Airways is considering a change of positioning, some visual communication of this change is a great idea. The challenge is to make the change without losing the equity inherent in the "old". Keeping the Tiger name but dropping the tiger visual, as they apparently plan to do, might be one attractive compromise.” He also commented that this should be accompanied with other visuals and copy that perhaps do not emphasise just cheap fares, but also certain aspects of service including great destinations and bundled tour packages with good-quality hotel partners.