Confused - you will be
bmi's business plan was always a bit like the clues in 3-2-1 with dusty bin.
I worked for this airline previously, one season it was Eastern Europe - flying to Warsaw, Prague and Budapest. Next season "hey Scandinavia - LHR - CPH< OSL, next season, Rome,and Milan, next season, Madrid and Barcelona.
When they unvield the new name, at a staff breifing, Marketing said, they wanted bmi be as catchy as "IBM" for example.
In the brand ideologies, they actually said "We're not Beligan Chocolates, we're Kit-kats, British! "
Very Very poor business vision, at one time running A321 between Edinburgh/Glasgow to London in a C140Y34 config !! and filling C section !