HONG KONG (AP) — Hit by two astonishing tragedies in quick succession, the Malaysia Airlines brand may become the airline industry’s equivalent of asbestos or News of the World: toxic to the public and, experts say, impossible to redeem.

Malaysia Airlines Flight 17 was downed over eastern Ukraine on Thursday with 298 people aboard by what American intelligence authorities believe was a surface-to-air missile. Just four months earlier, a Malaysia Airlines jetliner carrying 239 people disappeared about an hour after taking off from Kuala Lumpur. The jet has still not been found, a source of profound unease for travelers and the aviation industry.