FROM Hoover’s free flights fiasco to Gerald Ratner’s startlingly honest assessment of the quality of goods sold in his jewellery shops, there have been some spectacular branding own goals.

As is so often the case, it’s the reaction to a crisis that can make or break a brand. No boardroom could be expected to foresee a turn of events as unusual as the volcanic ash cloud.

In its wake, it has left some brands damaged and others well enhanced.

In the early days, public sympathy was with the airlines. Playing the safety card has a knack of making people sit up and take notice, no matter how frustrating the disruption.

While the airlines had the public on their side in the early phase of airspace shutdown, the authorities imposing the ban were already losing ground, especially once it emerged that there was a lack of any consistent approach across Europe.

By the time UK-based operators spent what must have been a very galling day with the knowledge that rival operators were back in the air above the UK while their fleets remained grounded, it was clear there were going to be winners and losers in the brands stakes.

The National Air Traffic Service, NATS, understandably and correctly maintained its Safety First stance, but other bodies came in for criticism. Lo and behold, in perfect time for the 10pm news bulletins on Tuesday evening, the ban was lifted. It marked the point at which brands started to rise or fall. Airlines striking the balance between reasonable compensation for their customers and the demand for help from governments still come out well. Airports did less well as crowding and poor provision of information added to frustration levels. Authorities – including, let’s remember, a government seeking re-election – fared far less well.

But the real star of the aviation crisis, surely, is none other than a cruise ship company. Celebrity Cruises’ decision to abandon part of its inaugural celebration for its newest liner and send it instead to Bilbao to rescue 2,000 stranded airline customers, is a public relations masterstroke.

For many of its rescued guests, the voyage back to Southampton will be a first experience of a cruise ship.

The rescued passengers were bound to be impressed by what they experienced on board.

The next time they book a holiday, they will remember the brand Celebrity for all the right reasons.