agree with most of what you say, but I do question the value of the brand once the bmi connection is removed; it would still require a bit of investment and effort to re-establish what is effectively a new brand.
Most people actually refer to bmibaby as ''baby'' now, this is what the airline has wanted to achieve for a while. You may have noticed that the increase in use of the word ''baby!'' in marketing etc and less use of the word bmi to help differentiate the brands.
Re-naming the airline to ''flybaby.com'' for example would still keep the branding in-line and everything they have been working to achieve.
In all fairness, there is no brand connection needed anymore regarding the ''bmi-'' part of baby. Even if there wasn't a sale of the group and things were to carry on as normal, bmibaby could re-name itself to flybaby.com tomorrow and still retain it's brand image. What i am trying to is people are booking to fly with bmibaby not 'bmi' and what that stands for.