Brands management is receiving increasing attention in airline marketing today. There is optimism that by adopting branding concepts developed in other industries, carriers will be able to both add value to their product (and thereby reverse or at least slow the long-term decline in their average yields), and secure better control of their distribution channels. The author’s experience is, though, that the subject is one where there is a great deal of misunderstanding in the industry. This chapter’s aim is therefore to clarify the issues, and to set out the ways in which airlines can make the best use of branding concepts.1