Brand Reality Check For EasyJet.

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Brand Reality Check For EasyJet. AUS Business School - Coursework. The innovator that brought cheap air travel to the masses nine years ago is struggling to maintain its pull in the face of fierce competition. Daniel Rogers asks how it can fight back Most people have an opinion about easyJet. This is one of its strengths. Because the budget airline liberated us to travel more frequently around Europe, with prices more akin to domestic train travel than the traditionally high prices charged by European flag carriers, it has become both high-profile and accessible. It has also developed as one of the UK's most distinctive brands under the guidance of Stelios Haji-Ioannou, the Greek entrepreneur whose bombastic, anti-establishment attitude became inextricably linked with easyJet's public image. But since Stelios stood down as chairman in 2002, some feel easyJet's brand has lost its punch. Though it has continued its trademark controversial

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