BUILDING A BASE OF CUSTOMERS and maintaining brand loyalty have become increasingly difficult for traditional network airlines. The rise of large and well-capitalized low-cost carriers, the emergence of the Internet as an anonymous one-stop shopping mall for travel and the growing absence of person-to-person contact between an airline and its customers are complicating life for those trying to promote and maintain a distinctive brand. Just what constitutes a brand? "The brand is built on all ...

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