Originally Posted by
etiene
Moving away from the Club World branding would set them up for a harder time in the case of equipment swaps - though I forget whether they are sypathetic when switching one of the mid-haul A321s out for a short-haul version. Nevertheless, it's easier to defend yourself with "you were sold Club World, Club World [Whatever] was not guaranteed" if you avoid branding it as "SuperDuperNewBusinessSeat" class.
They are not, typically BA seems to go for the 'it's still the same class of travel but just a different seat' line and you'll struggle to even get them to change you to another flight. Which is odd when you think that Old First used to get 50K Avios automatically for what is arguably a much smaller gap in product quality.