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Product Differentation???? Helppp?

How do the airline companies market and differentiate their products and/or services??

i am just wondering about Delta, American Airlines, US Airways, Jet Blue, Southwest and Continental.

Continental - youngest fleet among major airline, extensive code-sharing among international/national carriers
JetBlue - customer service
SWA - ease of use, low fares, fun employees
Delta used to be number of flights but they've cut back. They are the "Sears of airlines" as they can't find a niche.
AA - largest carrier in US (although may be changing). They moved to low cost major carrier which is debatable as to the success.

They all use their frequent flyer programs as differentiation -- CO, NWA and Delta share some benefits, so that is one marketing tool.

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