Here is the case study of Southwest Airlines, what makes it the largest domestic airline in the USA, and the world's largest low-cost carrier. The success story of the brand can be drilled down to its history, when its creators Rolling King and Herb Kelleher sought to disrupt the airline industry which catered to deep pockets and unnecessary frills. Also outlined is the strategy which Southwest Airlines follows to live to its reputation of the one of the most trusted airline brands.

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