Brand recognition of Renfe’s AVE high-speed label backfires

ShutterstockSo synonymous is Spanish operator Renfe’s AVE brand with high-speed services that when a competitor’s train broke down earlier this week, Renfe received the complaints. The Spanish operator has reached out to market and competition authorities to ‘protect the AVE brand’. Apparently, Renfe’s AVE label has become synonymous with high-speed trains in Spain, a recent incident has revealed, but to the dismay of Renfe. Both organisations have vowed to work to “defend the AVE brand and protect it”. Renfe’s AVE label is the well-established operator of 30 years, whereas its Avlo brand offers discounted fares of high-speed train services.