AC certainly has a brand. Some might argue that it's somewhat tarnished due to the events of the past few years. But they've done a good job reinventing the airline so it will soon be time to rework the branding. One might suggest that after the fleet refurbishment has been completed would be a good time to do so.
For what it's worth, Air Canada was one of three finalists (they did not win) in the 2005 National Awards for Tourism Excellence - Marketing Campaign of the Year catagory.
Emerging in September 2004 from a difficult period in its history, Air Canada successfully relaunched itself through a multimedia, multi-market campaign designed to rebuild trust in the airline and restore its image. An anthem to flight by superstar Céline Dion-the first time an advertiser has initiated a hit song as an integral part of its communications strategy-provided a framework for marketing initiatives in scheduling superiority, low-cost competitiveness and product enhancements. The tourism industry's largest-ever cooperative campaign with the Canadian Tourism Commission has driven sales and created significant awareness in foreign markets. Improved customer satisfaction levels-a worldwide survey of 12 million passengers ranked Air Canada as the best airline in North America-and other indicators show the campaign has met the objectives of securing the airline's future and fostering tourism growth.