To be fair, ANA hasn't done themselves any favours by also using Air Japan as their Zip Air competitor. (Stylised as AirJapan) Considering Air Japan operates so many flights for ANA, it is not straightforward for the customer whether they are flying an actual Air Japan flight or an ANA flight that just happens to be on an Air Japan aircraft. I mean, I guess they think the Air Japan branding will make people think that it is more than just an LCC, but I would always be hesitant to book economy on any flight that says Air Japan because I would need to double and treble check to ensure I was not accidentally booking one of the AirJapan flights. Especially once AirJapan starts service and there are more search results online for the LCC, as people will see ANA operated by Air Japan, and google the brand and see the LCC and book with someone else.