Ryanair: we are cheap, don't like you and are very basic.
Easyjet: we are not quite as cheap, don't dislike you and are basic
BA: we are very expensive, disinterested and basic
As branding goes that is about as bad as it gets. I used to go BA whenever I could: now I actively look for alternates. I don't think I am alone.
If BA didn't have a vice like grip on Heathrow they would be toast.