[QUOTELet's start the exercise by defining "brand"

In marketing, a brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images or symbols. It also encompasses the set of expectations associated with a product or service which typicaly arise in the minds of people.h people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimate consumers [End of quote}

The bold text part of the definition is where I think the Air Canada brand has a challenge. Part of the delivery of the product is inconsistent.

I recognize that AC has a temporary problem with its 763 long haul fleet as the aircraft interiors do not meet expectations especially in SJ. The odd 762 thrown in the mix does wonders for the brand....

There also does not seem to be clear communication with pax on this issue. The fix keeps on being delayed and because of a lack of clear message the SJ sub-brand on the long haul Boeing fleet suffers. Those interiors are getting to be an embarassment and I am sure certain pax have gone to other providers for their comfortable long haul travel needs.

Meals in SJ are very good...but some of us now try to avoid the 763 fleet because of a poor seat product. The "mish mash" of 763 variants further erodes the consistency of experience. On at least three occasions I booked the single seat to discover upon boarding that the aircraft configuration was not the one I had booked on the seat map. For some of us that is indeed an aggravation...albeit a minor one...but still an infringement upon consistency of product experience.

I could go on... but perhaps the present brand on the 763 fleet is "adventure." You are never really sure what aircraft condition/type/configuration you will have until you board. Is this really experiencing the Air Canada brand? And consitency?

Finally, I recognize that a lot of this inconsistency will be addressed with fleet interior renewal and acquisition of new aircraft. My concern is in the interim brand experience. There is some anecdotal reports that some pax have moved some of their long haul trips to other carriers with a presently superior product. These pax are experiencing another brand. The question is will they love the other carrier brand and not return as frequently to Air Canada. I tguess time will tell.