Generally speaking, airline managements seem to be really retarded in the area of branding. In most industries, industry giants own brands that remain uniquely branded and differentiated. So much so that most consumers don't even know that the "independent" brand is owned by a larger entity. Airlines generally seem to buy up successfully differentiated smaller brands and then kill all that unique and competitive regarding that brand. Meanwhile they piss away their marketing spend trying to differentiate their giant, generic behemoths and make them somehow seem compelling. I'll never understand that. Seems to me that the big airline companies could gain the beneficial economies of scale inherent in consolidation while keeping the competitive advantages of the unique brands they subsume.