The problem is, is that the easyJet brand is formidable in strength. It is probably the most valuable asset of the business. When people refer to a shade of orange as 'easyJet orange' in everyday life then the brand really has very much ingrained itself in popular culture and the conscience of millions of potential customers. Why would you want to change that brand to the extent that no one recognises you in the market place. To drop the easyJet brand would be disastrous in my opinion. Love it or hate it, it's a powerful brand and you don't just throw that away.