I'd rather say they are very good examples of building a brand, by invoking an actual value customers care about. Nobody (except some hard core enthusiasts) fli

I'd rather say they are very good examples of building a brand, by invoking an actual value customers care about. Nobody (except some hard core enthusiasts) flies for the sake of flying, but everyone wants to get to some interesting or otherwise important destinations. That's why the airlines associated their brands with them, instead of bragging about planes, seats, crew etc.