Due to the nature of our business, the value of the brand is at a significantly higher risk than the likes of Coca Cola or Nike (for example).
Airliner incidents and accidents fascinate the public and attract great media interest. A recall on a batch of soft drinks or for badly made trainers may briefly hit the press but Joe Public on the street will probably quickly forget about what happened and will keep on buying what they used to. The same can't be said when faced with booking a ticket to the other side of the world.