Big headlines about the airline industry have graced the front pages of newspapers, magazines and websites recently. After two years or so of profitability and the looming threat of a US recession and rising oil prices, airlines are struggling once again. Rather than raise ticket prices, airlines have been creating new fees and will soon be asking passengers to pay for a second checked bag.  The key to surviving trying times is keeping your eye on your brand, and it seems as though only a few airlines are keeping that in mind.