Continited or Unitinental?

United Airlines is scheduled to officially announce its absorption of Continental Airlines in a deal worth $3.2 billion, creating the world's largest airline. Interestingly, they have stated they will fly under the United moniker and Continental logo, with the tag-line "let's fly together." Is this a strategic move to effectively leverage the brand equity of both companies or a money-saving decision to forgo immediate branding efforts? Or perhaps this is just the spoils of a long and hard negotiated merge?

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