The BMI Brand?
Does BD actually have a strong brand?
I cant help but think BD is becoming the new Air Lingus in terms of rebranding as a low cost carrier without actually intending to rebrand....baggage, F&B for purchase etc!
And in terms of load factor, my Airline Business magazine earlier this year reported that BD's load factor to be as low as 67%.
I don't feel that there is anything 'special' about the BD product which can give itself a competitive advantage and as such is completely overshadowed by the might of BA in all markets that it competes.
On the plus side, I think BD's mileage programme is exceptional in comparison with that of BAEC.
Last edited by lpmarkey; Sep 11, 2006 at 7:00 pm