In what is a very unfortunate incident, Malaysian Airlines flight MH 17 was shot down by a missile over Ukraine on the 17th of this month. The fated flight was carrying 283 passengers and 15 crew members on board. And this after the acutely disturbing fate of MH370 in the very recent past, was bound to have a ripple effect on the brand, in this case - Malaysia Airlines. Can any brand survive twin disasters of such magnitude within a span of less than 5 months? And that too, for a company like Malaysia Airlines, which is already in financial doldrums? Brand Equity spoke to a host of brand and crisis management experts from across the world to get a sense of this.