Question: are airlines still marketable brands, or is airline travel simply a commodity, with price being the only determinant to a buyer (choosing a route)?

Obviously, in FT, many are elites who are "brand loyal," and thus have a reason to stay with a primary carrier, even if there is a price disadvantage. But elites are likely a minority on any given flight.

Though much of this may be stating the obvious, I believe that the airlines have allowed the commoditization of their product, and pursuing (post dereg) a pricing strategy have simply raced to the bottom - yet many continue to try and protect their "brands" while continuing to cut costs. I guess the question is can a "brand strategy" work in such an environment, or is attempting to protect/grow a brand simply a waste?