There's a fast-growing start-up based out of JFK using brand-new A320s called "Jet Blue."
With all of these "blue" names and references, it is going to get a bit confusing for customers - and the considerable sum spent on branding could be wasted (at least in the States if Jet Blue continues to expand). The point of branding is to create an association and to improve customer "recall" during the purchase process.
Perhaps "British Jet Blue International Airways" could work...
Cheers