The name cant help. If you know them (as everyone here will) you know them and its fine.
But if you don't then you'd probably think that they just flew to Norway. Same way as you'd expect Air France to take you to France. You're probably not going to be thinking canaries from BHX or MAN.
I would guess that a larger proportion of their bookings comes from the trade or through affiliate / comparison rather then direct bookings compared with U2 or FR. Though personally i much prefer DY.
Didnt BK even state they were at one point talking about changing the name, although dont think that was too recent now?