Alaska is basically a standard US airline, but it has a certain "pacific northwest" mystique about it that proves branding matters. They also have one of the most generous frequent flyer programs in the industry. I once earned 11,000 miles for flying SFO-SEA in economy.

All in all, Alaska is pretty basic, but the level of service is a definite cut above standard US domestic. As far as I know they usually still serve food, that´s a major bonus these days!

[official site]