Value perception anchors budget carriers

Even after major operational failures and the rollback of a long‑standing free‑baggage policy, Southwest retains a clear lead on 'Value' in YouGov BrandIndex scores, suggesting customers weigh perceived affordability heavily when choosing airlines. Temporary reputation hits (post‑crisis dips) can recover if core value perceptions hold. This dynamic shapes how airlines can adjust fees and services without permanently losing market position. — If perceived value cushions firms against service failures, regulators, competitors, and consumer advocates need to rethink how pricing changes and operational lapses translate into long‑term market power and consumer harm.