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It' arguable. Ask people over in Japan if they know Delta Air Lines. The name is almost non-existant over Pacific/Asia. Then ask again if they know Northwest and/or United. If Delta chooses to wipe out Northwest name completely and attempt to remain competive in Asia, then there is no reason Continental can't keep it's name and wide out the United name. However, United is a very strong name, with huge customer base in HKG, NRT and west coast. It would be smart to keep the name.